What is Partially Addressed Mail?
Partially addressed mail is a new service offered by the Royal Mail, allowing you to send geo-targeted mail marketing without the use of personal data. It is a middle ground between leaflet dropping and fully addressed direct mail.
Instead of addressing the mailing to an individual, partially addressed mail lets you target small groups of roughly 15 households. You can top up postcodes in locations where you already have existing customers or find postcodes with similar potential customers (aka prospect ‘look-a-likes’. Mailings aren’t completely personalised but are addressed with a relevant title, such as ‘Pizza Lover’ or ‘Pet Owner’, to catch the attention of the recipient.
How Does Partially Addressed Mail Work?
Two profiling methods are used in combination to target areas where your potential customers may be: Topping Up and Look-a-Likes.
Topping up – Using the geo-demographic of your existing customers to target other households in postcodes where you already have customers. This will help you have greater penetration in areas where you know your product or service is already being used.
Look-a-Likes – Using your current customers’ geo-demographic profile to match other similar profiles in other areas. Targeting tools like MOSAIC or CAMEO can help identify postcodes with similar characteristics to existing customers.
What are the Benefits of Partially Addressed Mail?
If you aren’t yet convinced of the power of partially addressed mail, here are some of the key benefits of the service:
- Highly targeted: pinpoint prospects on a postcode level by targeting through demographics, spending habits and customer behaviour.
- GDPR compliant: it is compliant because it targets households and not specific individuals.
- Integrated: if a campaign is built on a geo-demographic target hence partially addressed mail can be part of a multi-channel marketing campaign.
- Cost effective: it reduces volume by targeting prospects with relevant interests
- Reach: allows you to reach almost every home in the UK and many potential customers
- Acquisition: Win new customers and increase your brand awareness with targeted promotions and information.
According to the Royal Mail, 80% of partially addressed mail is engaged with by prospective customers. This is a promising figure for many businesses looking to utilise mail as a way to get noticed by their customers.
Get in Touch
Are you interested in finding out how partially addressed mail could help your business reach it’s marketing goals? Get in touch with Apex Direct Mail today. Partially addressed mail can be combined with a direct mail campaign to target potential customers and ultimately to reach your business objectives. Give us a call today to discuss how we can help you incorporate partially addressed mail into your marketing strategy. Call 01252 333500 or send an email to sales@apexdirectmail.co.uk.