Читать книгу Direct Mail in the Digital Age - Lin Grensing-Pophal - Страница 31

Direct mail has many benefits as we’ve already seen. One of them is the ability to target niche market segments that can represent very specific groups of people based on their demographics, psychographics, and even purchasing habits. Even in a mass-media market that has become increasingly segmented, advertisers have significant “waste” in terms of the people they’re reaching with their advertising messages who simply are not interested in what they have to offer. With direct mail — both traditional and email — marketers can be much more precise in targeting consumers who are most likely to be interested in what they have to offer. This presumes, of course, that they have taken the time to seriously and carefully consider who their target audience is.