That’s great that AT&T will give you a very specific target audience that you can mail to, but in our industry how can you take advantage of this? I’ve targeted zips on average income and property value through Mellisa Data. Since I’m sure you can’t target “dirty windows” with AT&T what else could you try? Age? If both husband and wife work?
It’s not about dirty windows, it’s about disposable income, which you could target in a list. House value, income, and type of car would all be very good indicators of disposable income.
people can have lots and lots of disposable income
big house value
the best cars in the garage
and also have the dirtiest windows around
and
not care a whit about it
I have seen it so much its amazing
However, yes, that’s all we have as far as most probable, but we’re really trying to drill down to a personality type which can be found across the board of incomes, home values, etc etc
JMHO
[LEFT]Hi,I just [COLOR=green]order[/COLOR] today 1100 postcards with mailing services from vistaprint and I’m hoping for 1% calls back [COLOR=green]every[/COLOR] house over 1%,will be Awesome[/LEFT]
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You can get a good idea about “disposable income” from Melissa Data.
If it’s your first mailing I wouldn’t get your hear set on 1%. If you do great but aim for more like .5%. There are quite a few factors that go into a successful mailing.
a lot of .025 response rates floating out there
and even 0 depending on size mailed
it’s a journey, mail, learn, tweak, remail
What 1 out of 2300 is no good?
That was my first mailer ever last month. Did I learn something? Yeah maybe gutter cleaning isn’t to popular out here or the card was no good.
Probably little bit of both but mainly gutter cleaning is not a prime service to go after out here, timing, etc
at least my conversion rate was 100%
so a little tweakage going on
I’ve mentioned before, we got a 1.1% rate on 4000 last year. Targeted by home value alone. My wife designed the cards. Had about 85-90% booking rate I’d say. That said, we technically mailed 4 separate 1000 piece cards, and the average was 1.1% some were better, some worse. Obviously the timing has a lot to do with it. We kept the offer the same on each card, but we had 4 different designs.
We werent scientific enough last year, but I would say this: look at it as an entire year instead of obsessing over each individual, make sure you hit the spring (we dropped our first mailing the first week of spring), and try to get a picture of yourself on the mailer.
