WEBVTT

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OK, so now that you're familiar
with the two types of mail -

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First Class, and USPS Marketing,
and you've figured out

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your objectives, you're ready to start
defining your target audience. First up,

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demographics. This includes
all those fun identifiers like age,

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gender, income, marital status,
things like that.

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Let's have a look
at our Milo & Mel example

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from the last chapter.
As a trendy local clothing shop,

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they're probably looking to target, say,

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25 to 45 year olds

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and income of around $75-150k,
maybe more female.

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Now, take a minute or two
to think about your business.

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Who is it you're trying to target?

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Are they younger? Older?

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Higher income? Lower income?

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Next up: Psychographics.

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What's their personality like?

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What are their interests?

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This will help you craft the right message
in your mail piece. With Milo & Mel,

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they're probably speaking
to the trendy outgoing type

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influencers, people who like to travel

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and move about, clearly into fashion, music.

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Again, think about your business

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and the type of customers
you're trying to reach. And finally:

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Customer behavior.

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If you've already done a few ad campaigns,
which of them worked best?

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Or maybe you just did
a few social postings.

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Take a look at your analytics.

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What kind of engagement did you receive?

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And what about your website?
Check your traffic.

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Which pages are getting the most hits? When?

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This will help you figure out

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which products or services
your customers like best.

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Now, remember, you can always take
a deeper dive into these topics

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and more by checking out our full direct
mail series at USPSDelivers.com.

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Alright, so now that you've got
your audience, let's go find them.

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And we're going to do that
with a mailing list.

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I'll show you how in the next chapter.