Naviant Marketing Solutions Inc., Newtown Square, PA, a database marketing services firm, yesterday debuted the first four new specialty lists sourced from its High-Tech Household Master File of more than 22 million active online households.
Naviant's suite of specialty lists offers marketers prepackaged, targeted direct mail list solutions.
The lists include Affluent Heavy Spending Families, with children from infant to 18 years old, with more than 1 million selects; Active Web-Savvy Seniors, age 60 and older, with more than 1.4 million selects; Early Adopters, which includes the first individuals to try and buy new technology, with more than 1.7 million selects; and High-Tech Mail Order Buyers, which includes individuals whose annual income exceeds $30,000, with more than 1.6 million selects.
The specialty lists — which are derived from the master file and are further refined with specific lifestyles and life stage information currently not available through standard HTHH master file list selections — provide advanced targeting of highly sought-after consumer lifestyles and purchasing behaviors.
The master file is sourced primarily from online product registration data and permits direct marketers to precisely identify and target active Internet consumers through traditional direct marketing campaigns. It provides recency and frequency of high-tech product purchases, offering accuracy in targeting active Internet consumers.
“We aim to provide marketers with the most precise lists to target online consumers. By offering specialty files, we are able to equip marketers with highly targeted lists of today's hottest direct mail prospects that are active online consumers,” said Ray Butkus, vice president of sales and marketing at Naviant.
“For example, young, well-educated families are more apt to make online purchases than other family groups,” he said. “We've developed a list of Affluent Heavy Spending Families, in order for marketers to reach families with significant disposable income who have a pattern of big spending and who actively make online purchases.”