Audience Targeting Strategies for Direct Mail [Video]

Audience Targeting Strategies for Direct Mail

COO Liran Kapoano and CEO Joel Dickstein discuss why DK Solutions doesn’t rely on income as the primary audience targeting metric for direct mail campaigns.

2 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:20

LIRAN: You know, one of the things that we often find from clients of ours that they get started with us and this is definitely true in the insurance world, but not exclusively to that, is that they are used to buying leads from companies that target for things like age and income.

0:00:21 – 0:00:37

Okay, that’s nice. I don’t like targeting by income. We will do that for our clients if they want us to. But its – I almost never – we almost never will only target by income if we’re going to target by income. We’re also – here is a little trade secret. But it’s okay.

0:00:38 – 0:00:59

We’re also going to target for something like home value, because home value is quite a bit more reliable than income, because if someone bought their home a year ago, well, their home is probably worth within 5% of that amount. Taking away the fact that somebody may not be entirely truthful or accurate about how much money they make, because that’s the only way to know.

0:01:00 – 0:01:11

Nobody knows how much anyone else makes, right? but that person who’s making $40,000 a year or $30,000 a year now, because they’re retired, they could’ve been making $1,000,000 a year between the ages of 50 and 65 and living in a humongous mansion. Right?

0:01:12 – 0:01:23

So what does it matter how much they’re making today if they have a ton of money in the bank? So that’s the kind of thing where even when you’re doing it, quote unquote “the right way” you may not be doing it the right way.

Subscribe to Our Blog

Remain up to date on DK Solutions and the direct mail industry.

0:01:24 – 0:02:01

And that’s true in our industry, of course. But it’s also true and even more true in the digital world, because when nobody, you know, we can tell based on a physical address a lot about the person who lives there. But when you’re targeting via Facebook or Google, yeah, you could geo-target, but you’re not targeting at the household. You’re going to zip code, right? You’re putting in a bunch of things. And I got news for you. That person who lives in a $1,000,000 home could be living right next door to someone whose home costs $200,000 or less. I mean, you never know.

0:02:02 – 0:01:46

JOEL: If you want to learn more, go to dksmo.com

Blog

Youtube