Defining your customers

Choosing the right customers to target is extremely important; however, the advantage of direct mail is that you can be extremely precise about who you want to talk to. 

This module outlines some of the targeting techniques that are used to evaluate customers in order to select those who are most likely to respond to mailings.  

Learning objectives 

By working through this module you should develop and understanding of:

• Why targeting is central to the planning of your direct mail campaign
• How to pinpoint the right target audience for a given campaign  
• How to use audience information to refine a campaign

Level: Marketing tactics L4