How One-To-One Marketing Can Increase the Success of Your Direct Mail Marketing Program
When marketing a product it is important to know whom you are trying to sell your product to. Instead of sending out a direct mailing for graduation catering services to everyone on your mailing list, wouldn’t it be more productive to only mail to homes with a junior or senior in high school?
Whit Richardson answers this exact question in the blog post on Mainebiz entitled, “The Personal Touch.” In this article the importance of one-to-one marketing is discussed. Instead of marketing to the mass media, the owner of a restaurant and catering business sends coupons offering 10% off catering services to residents with a child in high school. By targeting an audience, the owner was able to increase redemption rates.
When you are spending money on a direct mail marketing program, you want to be sure that you aren’t throwing your money away. With one-to-one marketing, you have a better chance of catching a customer’s attention and then having them act on your offer, because every mailing you send out goes to someone who is in need of your product or service.
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