How to: TARGET NEW CUSTOMERS WITHOUT REQUIRING THEIR  PERSONAL DATA

USE: PARTIALLY ADDRESSED MAIL

Partially Addressed Mail is a highly targeted and responsible way to reach new customers. Instead of addressing the mailing to an individual, Partially Addressed Mail lets you target small groups of around 15 carefully selected households.

There are a couple of ways of targeting new customers – ‘topping up’ and ‘lookalikes’. ‘Topping up’ targets people in postcode areas where you already have customers. ‘Lookalikes’ are simply new postcode areas identified as similar to those where your current customers live. By combining both ways, you’ll get greater coverage of potential customers, helping to make your campaign successful.

Partially Addressed Mail is ideal for achieving targeted reach in specific locations, particularly when combined with other channels. You can quickly get your audience’s attention by giving your marketing an even more targeted feel. For example, if you were a hospice with regional centres and you were targeting a particular postcode – in your story mention about the work their local hospice undertakes to drive relevancy and engagement.

In brief:

  • Partially Addressed enables acquisition without the use of personal data, by targeting households using geo-demographics at postcode level
  • Existing customers are removed, so you are not wasting your budget or sending them acquisition material when they are already one of your customers.
  • It contains no personal information about the recipient. The mailings will be partially addressed to the ‘occupant’ or to ‘holiday lover’, whatever you want to choose.
  • Partially Addressed Mail is totally, 100% GDPR compliant and a fantastic print acquisition tool.