Generate a higher direct mail response—guaranteed

Market segmentation isn't a new term, but many marketers don't understand it and don't use it. Since first emerging in the late 50's, segmentation is one of the most researched topics in marketing literature. In simple terms, segmentation works because consumers, as diverse as we all are, fall into recognizable groups (sometimes called "clusters") with similar needs, desires and patterns. By differientiating the groups, you can aim your marketing and advertising only to the specific groups to which your company/product/service will appeal. Without it, you're using what I call a "shotgun" approach to blast your message out to the masses. My personal resource for purchasing cluster-specific information and contact lists is Claritas. Use it find out which groups are most likely to buy from you, use your services, donate to you, enroll with you. Then purchase from them a list of those people from any geographic market. Compare the lower cost of mailing to a smaller group of qualified clients to mailing to a giant list of everyone, and you can save literally thousands of dollars. Here's a great book to get you started.