The Key to Reaching a Market Niche Through Direct Mail Marketing
With spring now upon us, many people are becoming much more health conscious, and these health-conscious consumers seem to be turning to the trend of juicing—or rather, a modified juicing diet, which incorporates nutritional supplements for a more balanced meal.
Recent statistics suggest that about half of all Americans take a daily vitamin supplement, a demand that adds up to $23.0 billion per year for nutritional supplement businesses, creating a boon for these companies.1 But while this provides an enormous opportunity for this industry, small businesses need to first reach this key demographic, and as the experts at Macromark suggest, the way to do this is through a targeted direct mail marketing campaign.
While the majority of brands may believe that online marketing is the most effective means of drawing in new customers, consumers tend to believe the opposite, with 73% of Americans and 67% of Canadians preferring to receive direct mail from the brands they’re interested in.2 The reason? While this may be a fast-paced world, consumers prefer to be able to refer back to a direct mail piece at their own leisure. And when it comes to new products, 59% of U.S. consumers and 65% of Canadians are reported to enjoy receiving direct mail from brands about their new products.3
But in order to launch a successful direct mail marketing campaign, small businesses need to take their efforts one step further. According to the professionals at Macromark, the key to success in the $23.0-billion nutritional supplements industry is a targeted direct mail marketing campaign using a psychographic nutritional supplements mailing list in order to reach consumers in this very specific niche.
A psychographic mailing list or purchase behavior mailing list offers subjective details that may be difficult to obtain, whereas a standard demographic mailing list offers objective information, such as geography, age, income, and ethnicity, which, while useful, may not be specific enough for businesses wishing to reach a smaller targeted niche—meaning your direct mail could end up in the wrong hands.
By using a psychographic mailing list, businesses can target a specific group of people, allowing the brand’s message to reach a more qualified audience through a smaller campaign. This type of direct mail marketing campaign can yield greater profits at a smaller cost, which is especially useful for smaller businesses. Plus, because a psychographic mailing list is subjective, the depth and breadth of lists is virtually endless; pre-built specialty mailing lists can also be modified to either add further psychographics or streamline existing parameters.
For those businesses looking to launch a targeted direct mail marketing campaign, look to Macromark for your nutritional supplement mailing lists. With access to more than 70,000 lists, Macromark is one of the largest postal mail and e-mail list brokers in the country. The company specializes in providing its customers with targeted and relevant consumer and business lists they can use for prospecting, lead generation, and direct marketing sales.
Whether you’re looking for direct marketing options or new multimedia business solutions, Macromark has the right information, staff, and tools to help your business in whatever capacity it needs. For more information, contact us at (845) 230-6300, e-mail us at [email protected], or check out our web site at www.macromark.com.
1. Cleason-Kelly, K., “Raw Food Health: Vitamin Supplements, Juice Detoxing And The Key To A Long And Healthy Life,” Body Enlightenment web site; http://www.bodyenlightenment.me/blog/2012/09/raw-food-health-vitamin-supplements-juice-detoxing-and-the-key-to-a-long-and-healthy-life/, last accessed March 24, 2014.
2. Dee, D., “6 Direct Mail Stats That Can’t Be Ignored,” Epsilon web site, September 6, 2013; http://www.abrandnewview.com/blog/6-direct-mail-stats-can-t-be-ignored.
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