Marketing

Targeted MailingProducts Relating to 'Targeted Mailing'

Targeted mailing is a form of direct marketing, where potential customers are directly zeroed-in on, depending on some common factors they share. Usually, these factors relate to age, sex, residential area and spending patterns.

Only a specific group of individuals conforming to the particular categories are contacted, so targeted mailing is much cheaper than any other form of advertising. Potential customers can be targeted in several ways:

* Some shops and department stores keep a track of all the customers by asking them to fill feedback forms. This way, the store can keep the customers informed about changes and new introductions in the shop.
* Shopping complexes in one particular area can send mails to all the residents of that area, offering services like free home delivery or the like. This can be done also by placing separate pamphlets along with newspapers. Targeted mailing, in this fashion, guarantees a good consumer response. Many people will visit the shop, some even just out of curiosity. Some of these may actually end up being permanent customers.
* Some organizations have a mailing database, systematized according to people's age, area etc. A number of these organizers rent their mailing list to advertisers. So this is another way a targeted mailing list can be prepared.
* People can even use the system to seek an ideal employer. They will first have to identify the kind of job they are looking for, something that suits their qualifications and other specifications. Once this is done, all they have to do is send mails to only those companies that fall into their category. This way, they wouldn't have to fritter away money on unnecessary mails.
* Targeted mailing is usually characterized by a "reply-to" link at the bottom. If the potential customer is interested in the offer, he simply replies back to the address. So this kind of marketing leads to quick, almost instant results.
* Technological progress and the Net can be used effectively to track groups of potential customers. Databases are easily available on the Net and can be organized to give a clear idea about people's shopping patterns and preferences.
* While normal mail works out quite expensive, email dramatically reduces the costs. One can send mails to all the people in a group, at the same time, at the mere click of a button!

Catering to only certain sections of society, targeted mailing saves time, effort and money for the advertiser. It is indeed one of the cheapest and best forms of advertising.

Article Published: Sunday 25th February 2007