One of the basic tenets of successful direct mail is making sure that you’re talking to the right audience. You don’t want to bombard cat owners with offers for dog grooming services. It’s a waste of time and money.
But what should you do if the product or service you’re offering really does apply to (almost) everyone? What if you’re a pizza shop, trying to find customers in your neighborhood? There’s no list out there for “People Who Like Pizza.” In a case like that, you want to target a geographic area, because even pizza lovers probably aren’t going to drive 15 miles to pick up a pizza (no matter how good it is). What you want to do in this case is hit every door within a 3-mile radius of your shop.