Okay, so now that you’re familiar with the two types of mail—First-Class and USPS Marketing—and you’ve figured out your objectives, you’re ready to start defining your target audience. 

First up, demographics. This includes all those fun identifiers like age, gender, income, marital status, things like that.

Let’s have a look at our Milo & Mel example from the last chapter. As a trendy local clothing shop, they’re probably looking to target, say, 25- to 45-year-olds and income of around $75 –150K, maybe more female.

Now, take a minute or two to think about your business. Who is it you’re trying to target? Are they younger? Older? Higher income? Lower income?

Next up: psychographics. What’s their personality like? What are their interests? This will help you craft the right message in your mailpiece. With Milo & Mel, they’re probably speaking to the trendy, outgoing-type influencers, people who like to travel and move about, clearly into fashion, music.

Again, think about your business and the type of customers you’re trying to reach. And finally: customer behavior. If you’ve already done a few ad campaigns, which of them worked best? Or maybe you just did a few social postings.

Take a look at your analytics. What kind of engagement did you receive? And what about your website? Check your traffic. Which pages are getting the most hits? When? This will help you figure out which products or services your customers like best.

Now, remember, you can always take a deeper dive into these topics and more by checking out our full direct mail series at USPSDelivers.com. All right, so now that you’ve got your audience, let’s go find them.

And we’re going to do that with a mailing list. I’ll show you how in the next chapter.