Partially Addressed Mail
Partially addressed mail (PAM) campaigns are a targeted way to reach potential customers, without requiring their personal data. It offers businesses the power to reach new potential customers with mailings personalised at household level, rather than individuals or postcodes.
This marketing tool is designed to make sure that your message lands in the right hands, cutting through the noise. Giving you a better chance of making new connections and starting new conversations. With partially addressed mail you can take it a step further – by allowing us to integrate and analyse your current database – you can identify and target lookalike customers.
What is Partially Addressed Mail?
Partially addressed mail is a printed marketing mechanic that enables companies to target new potential customers with messages that are more likely to resonate with them. As the name suggests, it involves using a partial address – addressing the household rather than an individual that resides within the house. You can choose to address these mailings to The Occupier, The Decision Maker, The House Owner etc depending on the theme of your message, or you can leave your communications unaddressed with no specific recipient.
Target your audience’s demographics for improved results.
You can target your audience more specifically with partially addressed mail as an optional extra to this service.
This starts with interrogating your current customer data, extracting key demographics and behaviours. Such as age, gender, location, and even affluence. From this we would find look-a-like customers that would be the right audience for your particular campaign.
For example, this might be your top customers, ideal customer profile or a new customer profile that you currently aren’t tapping in to, but could have great potential.
Utilising this targeting method allows you to pinpoint your messaging more accurately and ensure that it reaches the most relevant potential customers. This will make your marketing campaign more effective and help you get better results.
Optimise the Mail’s Content for Impact
Once you have identified and filtered your ideal audience, it’s time to turn your attention to the actual content of the partially addressed mail piece. In order to make a real impact, it’s important to craft an eye-catching message that will draw in your reader. Use appealing visuals, creative headlines, and engaging copy that speaks directly to your target audience. By making sure that the content itself is eye-catching, interesting, and informative you have the potential to improve performance.
Make sure to include tracking elements
Once you’ve crafted an engaging partially addressed mail piece and targeted it to your ideal prospect customers, you will want to make sure there are trackable elements. This can help you determine the effectiveness of the campaign, allowing you to track when each piece was delivered and whether it resulted in a specific action. Knowing exactly how well your campaigns are doing can be immensely helpful for fine-tuning future campaigns and making sure that your money is being invested where it will be most effective.
How to add tracking into a partially addressed mailpiece:
Create a unique landing page
Knowing the landing page can only be found from your mailpiece helps give a clear indication of exact numbers of those who have taken an action to get onto your website.
From there you can then track a variety of actions by the customers – for example, the average time on page, new users versus repeat visitors, bounce rates, next clicks, adding products/services to a basket, or generally exploring the rest of the site. With this knowledge, you can then develop possible ways to help encourage them to take the next step down the sales funnel.
The easiest way to get your audience to click through to a landing page is through a QR code or a very short URL.
Our data cleansing service is always tailored to each customer. And our recommendations will only ever be to benefit and improve your data. We would never recommend or run unnecessary cleaning softwares on your data.
Trackable phone number
Trackable phone numbers are unique telephone numbers (UTN’s) that are assigned to a specific mail piece or advertisement, allowing you to easily identify which mail piece results in calls. This extra layer of data helps you understand which campaigns are working and which need more fine-tuning. Analysing the data gathered by these UTN’s can help you improve future campaigns and reach higher ROI goals.
Unique offer code
Offer codes are a powerful way to track response rates from print marketing campaigns. By including a unique offer code in your mail piece, you can track how many people actually responded to your promotion, quoting that code, and determine if it was successful or not. Offer codes can also help to entice customers with exclusive deals or discounts, increasing the likelihood of them taking advantage of your offer.
What’s the difference between leaflet drops & Partially Addressed Mail?
Leaflet drops involve sending unsolicited marketing to a large area or multiple households without specific targeting beside postcodes. Partially addressed mail, on the other hand, is specifically targeted towards small areas or households where the details of the individuals are unknown but the location is. Leaflet drops are used to generate awareness about a product, service or company, whereas partially addressed mail is generally used for direct marketing and advertising. Both have their place in every marketers toolkit and are excellent ways to grow customer acquisition.
Specific differences between leaflet drops & partially addressed mail
- Partially addressed mail is quicker to market
- Leaflet drops need 6-7 weeks to plan and schedule in
- Leaflet drops are delivered over a week
- Partially addressed mail has an exact delivery date
- Leaflet drops are typically cheaper
- Partially addressed mail can have greater levels of targeting