Thinking of where to target for your upcoming Every Door Direct Mail campaign? This program mails to all residents and businesses within carrier routes in a zip code. Knowing where you want to mail is crucial to what kind of response you receive back. Using mapping tools that make it easy to see your local area give you a better idea of how many mailers you need to reach all of your target market.
The carrier routes that you select should be based on what areas will give you the greatest returns. The key to targeting your area would be to select areas that are closest to your store to gain the most response there first and then fan out to other areas to expand your client base. Always keep in mind the areas that are most profitable to you for future mailers. Knowing your customers and your area will help generate a higher response for your mailer.
The denser the area, the more resident and business counts there are in those carrier routes. Selecting carrier routes that your offer will appeal to the majority of the population will make your mailer useful to your customer and profitable to you. Try using a tool that will show you all of the carrier routes in your area to make it easy to visualize your target area. Your target area should consist of residents and businesses where your services would be most necessary.
When choosing carrier routes, be aware of those that include customers who have a constant need for your service. Always include those routes when you offer a new promotion or special. Having the use of a reliable mapping tool that you can see your local area makes selecting your carrier routes much more efficient and in turn, more profitable to your business!
Chris Barr is a marketing professional and graduate of Christopher Newport University. His areas of expertise include direct mail, internet marketing, copy writing, SEO, and new business development. Chris currently serves as Marketing Director for Taradel LLC in Richmond, VA.