Portfolio theory is quite useful in making personal and/or business investment decisions. The basic premise is that if you spread your investment dollars wisely over a...
While there are many contributing factors to maximizing the performance of your direct mail marketing campaigns, if you are not delivering your message to the right audience, you don’t stand a chance. Take a minute and tune into this month's Marketing in a Minute video and learn how putting your audience first is critical to driving strong performance.
We now know direct mail is here to stay. Deliverability and viewability are higher with direct mail than any other channel and it’s more cost-effective, considering its performance.
So, how do you maximize that performance?
While there are many contributing factors, if you are not delivering your message to the right audience, you don’t stand a chance.
You won’t sell a BBQ to the homeowner with little outdoor space and you won’t sell diapers to the mom of a teenager. Audiences can be created using third party data. And, as you add filters, you will eventually hone in on the right one.
You can also create look-a-like audiences using your first party data. Create an audience that mirrors the characteristics of your customers.
Or you can take that even one step further and just use your first party data. Who better to market to than the consumers that has visited your website and shown you their intent.
Today more than ever, the very consumers you should be targeting, are the very consumers telling you to target them!
First party data will tell you who they are, use it and drive performance.