Direct Mail for All Generations
Key Points: very large group, optimistic, focused, omnipresent parents, respect authority, they live with the reality that they could be shot at school, like to work in teams, want everything fast and immediately, they feel special and expect to be treated that way, assertive and prefer a relaxed work environment
After looking at each of these groups, how can we best target our direct mail? Keep in mind that identifying and solving pain points with direct mail gets the best response. By creating personas for groups of people based on buying history, interest, demographics, firmographics, psychographics, as well as generational information, you create a very strong persona to target. By understanding who your recipients are, you are better able to send them the right offers. This translates into greater responses.
Let the power of direct mail be driven by your database — not by guessing. In 2016 you need to personalize your direct mail which will require you to use multiple offers within a campaign. Your recipients expect to get direct mail that is useful to them, otherwise it's considered junk mail and thrown away. Don’t end up in the trash bin — give them an exciting offer they cannot refuse!
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.