When it comes to direct mail marketing, the precision with which you target your audience can heavily influence the outcome of your campaign. Selecting the right targeting attributes is paramount to ensure your message reaches the most receptive ears. Here’s a guide to help you zero-in on the most accurate and focused attributes for your target audience.

Focus on Relevance

Choose attributes that are most relevant to your product or service and the message of your campaign. If you’re promoting luxury real estate, for example, household income and home ownership status might be pertinent attributes. For a high-tech gadget, consider choosing a behaviour-based attribution like tech-savvy individuals. The key is to ensure the attributes you select directly correlate with the likelihood of interest in your offering.

Limit Your Targeting Attributes

While it might be tempting to layer multiple attributes to narrow down your audience, it’s often more effective to focus on one to three primary attributes. This approach prevents over-segmentation and ensures you’re not unnecessarily excluding potential customers. It also makes your campaign more manageable and your results easier to analyze.

Test and Refine

Finally, don’t be afraid to experiment with different targeting attributes and combinations thereof. A/B testing can be a valuable tool in determining which attributes most effectively reach your desired audience. By continuously refining your approach based on campaign results, you can improve the efficacy of your targeting over time.

At Classic Impressions, we understand the importance of targeted marketing and are dedicated to helping you refine your direct mail strategies to achieve the best possible outcomes. Contact a member of our team today, we’ll guide you through the process.