How to do mail research

Mail research, also known as direct mail research, is the process of gathering and analyzing data about a target audience to inform direct mail marketing campaigns. Here are some steps to conduct mail research:

  1. Define your target audience: Identify the specific group of people you want to target with your direct mail campaign. This could be based on demographics, interests, behaviors, or other criteria.
  2. Gather existing data: Collect existing data about your target audience from various sources, such as:
    • Customer lists
    • Website analytics
    • Social media data
    • Surveys or focus groups
    • Public records (e.g., voter registration lists)
  3. Conduct a literature review: Research existing studies, reports, and articles about your target audience. This can help you identify trends, patterns, and insights that can inform your direct mail campaign.
  4. Survey or interview your audience: Conduct surveys or interviews with your target audience to gather more specific and detailed information about their needs, preferences, and behaviors.
  5. Analyze data: Use statistical software or data analysis tools to analyze the data you've collected. Look for patterns, correlations, and trends that can help you understand your target audience better.
  6. Identify key characteristics: Identify the key characteristics of your target audience, such as:
    • Demographics (e.g., age, gender, income)
    • Interests and hobbies
    • Behaviors (e.g., purchasing habits, online activities)
    • Psychographics (e.g., values, attitudes, lifestyles)
  7. Develop a segmentation strategy: Segment your target audience into smaller groups based on their characteristics. This can help you tailor your direct mail campaign to specific subgroups.
  8. Create a mail list: Use the data you've collected to create a mail list of potential recipients for your direct mail campaign.
  9. Test and refine: Test your direct mail campaign with a small group of recipients and refine your approach based on the results.

Some common mail research methods include:

  1. Mailing list rental: Rent a mailing list from a list broker or supplier to reach your target audience.
  2. Survey research: Conduct surveys online or offline to gather data about your target audience.
  3. Focus groups: Conduct focus groups with a small, diverse group of people to gather qualitative feedback and insights.
  4. Online research: Use online tools and platforms to gather data about your target audience, such as social media analytics or online surveys.
  5. Public records research: Use public records to gather data about your target audience, such as voter registration lists or property records.

Some common mail research tools and software include:

  1. Survey software: Tools like SurveyMonkey, Google Forms, or Typeform to create and distribute surveys.
  2. Data analysis software: Tools like Excel, SPSS, or R to analyze and visualize data.
  3. Mailing list software: Tools like Mailchimp, Constant Contact, or ExactTarget to manage and analyze mailing lists.
  4. Social media analytics tools: Tools like Hootsuite, Sprout Social, or Facebook Insights to analyze social media data.
  5. Public records databases: Databases like Whitepages, PeopleFinders, or LexisNexis to access public records data.