Direct Mail 101: Part 2 of 5 – Defining Your Audience

Once you’re familiar with First-Class Mail® and USPS Marketing Mail®—and have determined your objectives for your direct mail campaign—it’s time to learn how to find your target audience. In this video, we’ll show you how to narrow down the kind of customers you want to reach.

It all begins by using data to get to know them better. First, you’ll want to analyze customer demographics—for example, age, gender, income and marital status. Think about who you’re trying to engage with your direct mail campaign. Are they young? Old? High income? Low income? All of this will help you craft a mailpiece that truly resonates with your target audience.

After you’ve considered demographics, think about your customers’ psychographics. In other words, what’s their personality like? What are they interested in? Consider how your mailpieces can best speak to your customers’ character.

Finally, take a look at actual customer behavior. Which previous campaigns have proven most successful? How are customers interacting on your social platforms? This is where analytics come into play; you’ll want to closely analyze how customers are using your website and which web pages they visit most in order to form a fuller picture of what your audience wants.

Once you’re finished with this video, continue onto the next three installments in the Direct Mail 101 series:

Direct Mail 101: Part 3 of 5 – Creating Your Mailing List: youtube.com/watch?v=H4k_TIR2FrI

Direct Mail 101: Part 4 of 5 – Creating and Prepping Your Mailpiece: youtube.com/watch?v=HwzLVbrjMUE

Direct Mail 101: Part 5 of 5 – Mailing and Measuring for Success:
youtube.com/watch?v=sgXjFsmFceo

Or, catch up with the first video in the series:

Direct Mail 101: Part 1 of 5 – Introducing Direct Mail: youtube.com/watch?v=jeCV2HeDeh8

And be sure to dive deeper into everything we’ve covered by exploring the comprehensive Beginner’s Guide to Direct Mail tutorial: uspsdelivers.com/a-beginners-guide-to-direct-mail

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