How To Send to Your Target Audience with Every Door Direct Mail
by Chelsea Camper | Last Updated December 30, 2015Some people believe that it’s a little harder to reach your target audience with Every Door Direct Mail since you don’t have a list of names and addresses. However, it can be done! You just need to get into the mind of your target audience, figure out where they would be and target those routes. With EDDM you can narrow your campaigns down to the route each carrier will take.
Let’s look at the following example:
The college Awesome Bob University (ABU) wants to do an EDDM campaign for future students. We’re going to look at how he can narrow down his routes to hit his target audience.
Step 1: Who would your target audience be?
ABU’s target audience would be high school kids, mainly Seniors, but
they don’t mind investing in future prospects so any home with a high school student will do. Their target audience also includes those who have family or friends who have high school students.
Step 2: Find your target audience.
This is where you really start getting into the research phase! ABU knows that high schools have to have a way to tell parents to which highschool there children will be sent. They use Google to track down near by high school district maps and bus routes to narrow down their EDDM routes. Doing this helps them to reduce their costs and allows them to customize their direct mail pieces to talk about the high school the kids on each route will be going to.
Step 3: Finalize routes and send Every Door Direct Mailers.
Once they have their routes finalized, they can continue on with their EDDM. While not every house on the street will have a high school student, it’s likely that most houses will know a high school student in their family or group of friends.
ABU isn’t able to customize each Every Door Direct Mailer to a specific person, but they can customize it to each high school and route. Since they know which route will get which mailers, they can add maps to ABU to show the (hopefully) future students how to get to their university.
Image: jasleen_kaur
