Partially addressed mail refers to a style of direct mail marketing used by companies to send promotional materials to targeted households. Sometimes people refer to this service as door-to-door marketing. The Royal Mail implements the final part of any partially address mail campaign, regardless of the postal provider you use.
With a high engagement rate of 77%, partially addressed mail is a powerful tool for targeting potential customers. Partially addressed mail finds a middle ground between fully addressed advertising mail and unaddressed mail. This method tends to be cheaper as you save money on data collection costs by not targeting the recipient by name.
You can still customise the letter or marketing material to make it more personal based on your product or service offering. For example, a bakery may use the strapline "dear cake lover" to encourage a higher engagement rate for the campaign. Other more generic salutations could be phrases such as "the resident" or "the occupier".
Creating a robust partially addressed mail strategy requires careful planning and consideration. Here are three key steps to help you develop an effective approach:
1. Define Your Target Audience: Begin by clearly identifying the target audience for your mail campaign. Consider factors such as demographics, location, interests, and purchasing behaviour. This segmentation allows you to group households together effectively, ensuring that your marketing materials are highly relevant to each group. Whether you're targeting specific neighbourhoods, age groups, or other demographics, a well-defined audience is the foundation of your strategy.
2. Tailor Your Message: Once you've identified your target audience groups, customise your marketing message to resonate with each group's unique interests. Typically you'll target around 15 households per postcode used, and by targeting small groups you can tailor your message more effectively.
Craft compelling content that speaks directly to the needs or desires of the recipients within each segment. Whether you're promoting special offers, local events, or products and services, personalise your message. This makes it more relevant and increases the overall engagement rate for your campaign.
3. Tracking & Measurement:A crucial part of any marketing campaign is ensuring you have a way to monitor and analyse its success. Implement features such as a QR code or a unique discount code that you can track back to each individual campaign. This way you can monitor the performance of each targeted group separately. Analyse response rates, conversion rates and return on investment and use the insights to refine your marketing strategy.
Continual improvement based on data-driven decisions will allow for ongoing optimisation. Future partially addressed mail efforts can be refined to ensure maximum effectiveness in reaching and engaging your target audience.
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