Lifestyle and interest data enables marketers to identify consumers most likely to respond to a specific product or offer. Using this knowledge, marketers can control direct mail costs by reducing mass-mail tactics.
In some cases, marketers can effectively target campaigns using lifestyle data by simply selecting records with lifestyles likely to indicate interest in the product or service. For more sophisticated needs, it may be more effective to supplement list selection with other tactics.
Append data to a customer file. Gain insight by matching a customer or prospect file to a national database to append lifestyle and demographic information. Then compare customer profiles to the general population.
Identify customer look-alikes. With analytical approaches, analyze customer lists and identify key characteristics for more effective segmentation. For example, profile customers to target the best prospects by identifying characteristics of the best customers.
Map key characteristics. Evaluate characteristics of multiple response groups to determine if some targets are underperforming. Mapping can reveal consumers who should be spending more with you, based on their demographic and lifestyle profiles. Surveys or test mailings could then uncover ways to get this group’s spending up to its potential.
Speak to your audience. Mailings can be customized with lifestyle content to evoke the interests of the target audience. Even mass mailings can speak to the preferences, interests or lifestyles of key segments.
Use available technologies. When marketing to multiple segments, take advantage of the reduced price and improved quality of color digital printing capabilities which have made customization and segmentation more practical than ever before. With color digital printing, true 1-to-1 marketing is achievable. However, as mailings approach 1-to-1 targeting, printing costs, costs for additional images and copy and administrative complexity increase.
Listen to consumer preferences. Identify and use the consumer’s preferred channel for marketing efforts.
