How Trigger Marketing Increases Direct Mail Response

How would you like to receive double-digit increases on your next direct mailing or email campaign? No need to answer; we know the answer is yes. The question is how? Event-driven marketing (EDM), also called trigger marketing, will generate that response for you.

Many small businesses rely on the holidays and/or seasonal changes to market their business. These events work and consumers will respond to their needs during those times. However, triggered marketing goes beyond. It takes into account major events in a person’s life—such as moving or having a baby. Consider the power of knowing that some has just purchased a new home or opened a line of credit when putting together a direct mail piece. These events change the focus of the campaign from the business’ agenda to what the customer needs at a very specific moment in their life.

Popular Life-Changing Events For Direct Mail Campaigns

Certain life-changing events are more prominent and likely to purchase products and services that serve their needs. We also understand that you want to be the first brand to reach out to them, increasing your chances of being picked as their purchase, which is why our lists are updated regularly and validated for precise data.

Newly Engaged

About The Audience: Reach out to newly engaged couples and/or brides-to-be who are planning to marry and start their lives together.

Why Market To This Audience: The average cost of a wedding in 2021 is $22,500. (Business Insider, 2021) Thousands of engaged couples are planning their special day, establishing their registry items, and planning their honeymoon. Sending postcards and direct mail offers to recently engaged couples, get’s your message in front of couples looking to spend money

Best Products And Services To Market:

photographers
musicians/bands
stationery retailers
gift retailers
party stores
food and beverage suppliers
event rentals
travel agencies
hospitality industry
wedding planners
caterers, florists
bakeries
credit card issuers

New Homeowners

About The Audience: We gather real property information directly from U.S. County Recorder’s offices and update our list weekly, giving you access to the freshest data possible.

Why Market To This Audience: Studies show that new homeowners buy more in the first six months than they do for the following five years. Making it the most opportune time for companies to market to them. At this time in their lives, they now have to establish new relationships with local companies, and what better way to let them know you are local, than a direct mail piece that welcomes them to their neighborhood.

Best Products And Services To Market:

New furniture
Swimming pools
Washers
Dryers
Landscaping materials
Fencing
Greenery
Draperies
Rugs
Lamps
Outdoor lighting
Storage shelving
Wall art
Food items
Internet service
Television service
Utilities
Phone services

Expectant Mothers

About The Audience: The Expectant Mothers Mailing List allows you to reach women who are pregnant and preparing for the birth of their child.

Why Market To This Audience: From getting the proper nutrition to buying baby clothes and stocking the nursery, mothers to buy a variety of goods and services.

Best Products And Services To Market:

supplement providers
maternity wear providers
retail stores
book stores
baby furniture manufacturers
booster seat providers
birthing class organizers
financial institutions offering college savings plans
automobile dealerships
magazines
diaper manufacturers
baby supply providers

Conclusion

Life-changing events often lead to changes in a customer’s normal behavior, state of mind, or personal circumstance. And it offers a good reason for you to reach out to a prospect. The most productive marketing message is one that is relevant. And consumers will consider a message relevant if it resonates with where they are in life. For example, using a mailing list of expectant women puts you in contact with customers who may need to purchase baby furniture or maternity clothes, or even simply find a laundering service for diapers. Similarly, a list of recently engaged couples or a new homeowners mailing list puts you in contact with individuals who may need phone service, cable TV, and a host of other products ranging from lawn care to new appliances or even a local car mechanic.

If your event-triggered mailing can answer the question: “WHY NOW?” it will be much more successful. Prospects will receive offers and service messages that are of interest to them. Businesses will avoid the shotgun approach typical of most campaigns. There are hundreds of life-changing events mailing lists available. Trigger your next campaign around new parents or recently engaged couples or use hotline lists to gain deeper insight into credit history. No matter what product or service you sell using a triggered event to dictate your next campaign can yield big results and help you gain a competitive edge in the marketplace.