Should Age Determine Your Direct Mail Marketing List?
When putting together your direct mail marketing mailing list, what age groups are you mailing to? Are you only focusing on a small percentage of the public and ignoring the rest?
In a blog entitled, “Direct Mail Reality Check: Outakes from Fundraising Day in New York,” Nancy Schwartz talks about some surprising answers she got while interviewing direct mail experts at the Fundraising Day in New York. When Schwartz asked the experts why their direct mail marketing campaigns were only geared towards people 60-years-old and up, “the universal response was that the other prospects were handled by other parts of the organization (online only), and that they don’t give much.”
Like Schwartz, I agree that this is a mistake. As she says, direct mailers need to “break out of their bubble.” Make sure to conduct test mailings before eliminating any age groups from your direct mail marketing campaigns.
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