When it comes to your marketing, you are dedicated to promoting your business and gaining more customers, but you don’t have time to waste money and energy on unsuccessful marketing strategies. That is why you need to focus on the people who are already interested or in-market for your product or service to really optimize your marketing efforts.

How is this possible though? The answer is through Intent Based Mailing. This advanced data solution allows you to target the individuals who are in fact, in-market, searching for, and are interested in your company.

If you are looking to stop wasteful outbound marketing communications and tap into a new audience that consists of only consumers who are likely to act in your favor, Intent Based Mailing may just be the direct mail marketing solution for you. And we have everything you need to know to help you get started.

What is Intent Based Mailing?

Intent Based Mailing—also referred to as “Intent Based Marketing,” ”Intent-Driven Direct Mail,” “Propensity Mailing” and “Propensity Marketing”—is a lead generation tool where direct mail marketing campaigns are directed at people who are most likely interested or who are in-market for the product or service you offer.

This advanced direct mail marketing solution uses intent data to improve the effectiveness of your direct mail marketing campaign by targeting individuals based on a blend of:

• Demographics information
• Buying activity
• Purchase intent
• Social media behavior
• Specific attitudes

How does Intent Based Mailing make marketing more effective?

When you target using intent data you are focusing on an audience whose intention is to act on the product or service you offer. Intent Based Mailing uses predictive modeling to predict the outcome of these prospects to only include those who are in-market or highly interested. This means that your direct mail pieces never reach consumers who are going to throw out your postcard or question why they received your brochure. It will instead, reach potential customers who are going to visit your website, place an order, or who are highly likely to call you to learn more about how your service is the perfect option for them.

This in-depth direct mail marketing strategy makes your campaign more effective not only on a success scale, but it also provides you with a more cost-effective strategy as well. The more interested the consumers you reach are, the higher your ROI becomes.

How can I get started with Intent Based Mailing?

To get started on your Intent Based Mailing campaign, it is important to analyze your customers or the data sets that you already have. This includes your historical data. Historical data is the data collected from past events and customers. By analyzing these data sets you can better identify your best customers and plan for the best outcome for your Intent Based Mailing Campaign. For example, if you are in real-estate and your ideal customers are first-time home buyers, you would have a high success rate when choosing to target prospects who are most likely going to buy their first home soon.

When it comes to designing your direct mail piece for your Intent Based Mailing or Propensity Mailing campaign, it is important to include an intriguing and relevant call to action. For example, if you are targeting consumers searching for you competitor, you do not want to include a call to action that just says, “check us out.” You instead, want to intrigue your audience by showing them you are better than your competitor they searched for. This could include a discount or pain points on how your company does a better job at x y and z.

Why should I use direct mail with Intent Based Marketing?

There are a number of reasons why direct mail should be utilized within your intent and propensity marketing. The number one reason is that intent based marketing with display ads and emails are growing in popularity with businesses and marketers. Which means the effort to stand out from your competitors can be diluted. Consumers receive 1,000s of digital advertisements while they only receive a handful of direct mail advertisements.

Another reason is that direct mail in general is more effective. It is a tangible and more engageable material that your audience can hold on to. If your recipient is interested but wants to wait a week to place an order or give you a call they can hold on to your postcard, or brochure while a display ad is lost forever.

Print and marketing companies like Conquest Graphics can help you decide what the best intent data or propensity to buy is. We work closely with data providers so you can gain access to the right audience for you company. We can also help get you started on your direct mail design to incorporate within your Intent Based Mailing campaign. If you are interested in reaching in-market and likely to buy prospects, contact us today at (804) 591-3356 or click below to learn more about our Intent Based Mailing capabilities.