|
|
|
Direct Mail
A simplisitic look at direct mail and what to expect.
Where does junkmail come from? Junkmail is the result of businesses sending out advertisements to a select group of people in the hope that at least a small portion of those people will...
Direct Mail your money
I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag. At the end of one week they gave it to me to be weighed. Guess how much the bag weighed? Remember, most...
How to Write a Direct Mail Fundraising Letter (Four Tips)
1. Address your reader as a friend, not as “Friend.” When was the last time you received a letter from someone dear to you, addressing you as “Dear Friend?” Never, right? The days of the Dear Friend letter are dead. I heard recently of a...
Increase Repeat Business and Referrals with Direct Mail
So you have been writing mortgages like crazy now for the last few years. You have a pretty big database of customers and hopefully you have been getting and keeping full contact information for them. An organized database is the first key to...
Three Cost-effective Ways To Use Direct Mail
Two of direct mail's biggest benefits are:
- Its pinpoint targeting ability
- Its ability to deliver a full and complete sales presentation of any length
This makes direct mail a highly effective way to repeatedly expose your prospect to...
|
|
| |
|
|
|
|
|
|
Reach Wealthy Prospects With Direct Mail Marketing And A Good List.
Do you need to reach wealthy prospects using direct mail? Then
work on your list. Who you mail to (your list) is the single
most important thing that determines your success.
There are two main ways to target affluent buyers: where they
abide, and what they buy.
Where they abide
Every area of the country has places where the wealthy
congregate. The affluent are concentrated in cities (London, New
York, Toronto) neighbourhoods (Knightsbridge, London, Manhattan,
New York and Yorkville, Toronto) and streets (Cadogan Square,
London, Park Lane, New York, Yorkville Avenue, Toronto. Reaching
the wealthy by city is too expensive. Reaching them by
neighbourhood or street makes more sense.
One disadvantage of targeting the wealthy by neighbourhood is
that you do not know if people on your list want or need what
you are selling. All that you have is a good hunch that they can
afford it (because some people who live in wealthy
neighbourhoods only appear wealthy, and cannot actually afford
to live there).
The best place to look for lists of wealthy neighbourhoods is a
list broker. List brokers will show you the breakdown of the
wealthy neighbourhoods you want to target. Affluent Austin, for
example (www.affluentaustin.com), claims to have data on the top
50,000 most affluent homes in Greater Austin, Texas. Their data
card lets you target your mailing by zip code, neighbourhood
name or number of households. It looks like this:
78610 Creedmoor 9
78613 Cedar Park 117
78734 Lakeway 2,643
So you could target the
78610 zip code and reach 9 homes. Or you
could target the Cedar Park neighbourhood and reach 117. Or you
could ask the list broker to name the zip codes and
neighbourhoods that had the most households, and Lakeway, zip
78734, would be near the top of the list.
If you are needing to reach wealthy buyers in the United States,
try these top list brokers:
Dun & Bradstreet www.dnb.com
Experian www.experian.com
InfoUSA www.infousa.com
What they buy
Another way to reach affluent prospects with direct mail is to
find lists of people who already buy what you are selling, or
something like it.
Selling yachts? Rent a list of boat/yacht owners from the
government department that issues boat licenses.
Selling yachts to people on Mercer Island, Washington State?
Rent the mailing list of subscribers to Yacht Magazine and
select only those readers who live on or near Mercer Island.
Selling yachts to newcomers to Mercer Island, Washington State?
Rent the names of new home owners on the island or recent movers
to the island.
About the author:
----
ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and
lead generation specialist who helps business owners and
marketing managers generate leads, close sales and retain
customers using business-to-business direct mail marketing.
Learn more about his creative direct mail writing services and
sign up for free weekly tips like this at www.sharpecopy.com.
|
|
|
|
|
|
