In our last post, we talked about combining print and personalization to enhance your direct mail marketing efforts. But as any good marketer can tell you, if you are mailing those campaigns to the addresses of people who won’t do business with you, you are wasting your money.
Many marketers buy mailing lists based on postal codes. But postal codes can only get you near a prospect. And in this case, near isn’t always close enough.
Say your business is selling cars. You know that people won’t drive more than twenty miles to buy a car, so you buy a list that includes postal codes that fit this twenty-mile requirement. But for some addresses on the list you buy, it’s going to be far more than the twenty miles you have selected. That’s because selecting by postal codes won’t give you real routing distance. Obstacles – man-made or natural – can make the real driving distance much longer. Your recipient may need to drive around mountains or across rivers to get to your business.
These prospects are a problem. Not only have you paid for the names of people who are not qualified contacts, their lack of reply will affect your response rate -and may impact your ROI.
That’s where locr GEOservices can help.
Using locr GEOservices lets you compare your mailing list with our database of quality geodata and only target those prospects that are in your actual routing distance. GEOservices provides actual drive distance or drive time between a recipient’s location and a brand destination, making it more precise than just postal code segmentation.
GEOservices let marketers
- Check their mailing list to ensure it includes valid, real addresses
- Finely select their prospect mailing list based on actual addresses not just postal codes
- Target a specific message or offer to prospects within a highly-specific geographic area
