What are best practices for targeted direct mail?

What are best practices for targeted direct mail?

Targeted direct mail works best when it’s built on real audience insight – and sent with intention. From smart segmentation to personalized offers and integrated experiences, the most effective campaigns follow a few proven rules.

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Let’s look at the best practices that drive stronger results.

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1. Use real data to segment

Start with a clean, accurate list and segment it by meaningful traits like location, demographics, purchase behavior, or recent activity. The State of Direct Mail 2025: Consumer Insights Edition found that 72% of consumers throw out mail that doesn’t feel relevant, making building targeted lists your first and most important line of defense.

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2. Prioritize relevance over reach

Want better ROI on your campaigns? Say so long to untargeted batch-and-blasts. Focus your efforts on high-potential profiles like loyal customers, lapsed users, or lookalike audiences modeled on top performers. Narrower targeting may reduce volume, but it leads to higher engagement and less waste.

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3. Trigger based on behavior or lifecycle stage

True targeting isn’t just about who you mail – it’s about when you mail. Use behavioral signals (like cart abandonment, contract renewal windows, or recent service usage) to trigger highly relevant outreach. According to the State of Direct Mail 2025: Consumer Insights report, 67% of consumers took action because of a personalized element in the mail they received.

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4. Make sure your addresses are real

Targeting only works if your mail reaches the right person. Before you send, verify that every address on your list is real, complete, and deliverable. Address verification helps reduce waste, improve deliverability, and ensure your message lands where it’s supposed to.

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Better targeting is just one way to improve direct mail conversion. Dig into more high-impact strategies.

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