Reach the right people, not just the right zipcodes.
A successful direct mail campaign starts with the right audience. Reno Type can help you build targeted consumer, business, voter and specialty mailing lists using geography, demographics, household characteristics, business information, interests, behaviors and other available data.
But buying a mailing list shouldn't begin with a list of database fields. It should begin with a simpler question:
Who are you trying to reach?
Tell us what you know about your best customers, prospects, donors, members or voters. We'll help translate that into meaningful targeting criteria and determine what data is available.
Geography Is Just The Beginning
ZIP codes, cities and mailing radiuses are useful. Sometimes they're all you need.
But geography tells us where someone is. It doesn't necessarily tell us whether that person is a good prospect.
A home-services company, for example, may want to reach households within a certain area. But if its best customers are homeowners in older homes with particular property or demographic characteristics, we may be able to narrow the audience to people who are more likely to respond.
That can mean fewer wasted impressions and fewer dollars spent printing and mailing to poor prospects.
That's the difference between mailing to an area and targeting an audience.
What Can You Target?
Available selections vary by geography, audience, data source and intended use, but targeting options can include:
Consumer & Household
Age • Household income • Homeowner or renter • Home value • Length of residence • Marital status • Children in household • Education • Occupation • Household composition • Property characteristics • Vehicle information • Interests • Lifestyle and behavioral indicators
Business
Industry • Business type • Geographic location • Number of employees • Company size • Years in business • Professional categories • Executive and decision-maker information
Geographic
ZIP code • City • County • Neighborhood • Radius • Carrier route • Census geography • Political district • Custom geographic areas
New Movers & Event-Based Audiences
New movers • New homeowners • Other available life-event and behavioral audiences
Political & Voter
Voter registration • Voting history • Party registration or modeled partisanship • Precinct • Political district • Demographic characteristics • Modeled voter attributes
These are examples, not an exhaustive list. Tell us who you're trying to reach and we'll help determine what targeting options are available.
Sometimes You Don't Need a Mailing List
If your goal is to reach essentially every household in a particular area, a saturation or Every Door Direct Mail campaign may make more sense than buying individual names and addresses.
We'll help you determine which approach fits the campaign.
Already Have a Customer List?
You may not need to start with purchased data.
We can help prepare existing customer, donor or member files for direct mail, including address standardization, duplicate removal, move updating and suppression where appropriate.
Existing customer data can also help define a prospecting audience. If your best customers share identifiable characteristics, those characteristics may help us find more people like them.
More Targeting Isn't Always Better
Too broad, and you may waste money reaching people who are unlikely to respond. Too narrow, and you may eliminate perfectly good prospects based on assumptions that aren't actually useful.
The goal isn't to use the most data. It's to identify the audience most likely to respond. You don't need to know which mailing list to buy or which selects to ask for. Tell us what you're trying to accomplish, and we'll help determine what targeting makes sense.
From Mailing List to Mailbox
A mailing list is only one part of a direct mail campaign.
Reno Type can help with audience selection, data preparation, design, printing, personalization, postal processing and mailing. We can also extend direct mail into coordinated digital channels through PotentPost.
That lets us look at the audience, quantity, format, postage and economics of the campaign together.
