{"id":27520,"date":"2020-08-27T14:20:37","date_gmt":"2020-08-27T14:20:37","guid":{"rendered":"https:\/\/suprefreshprod.wpengine.com\/\/?page_id=27520"},"modified":"2026-10-28T10:53:15","modified_gmt":"2026-10-28T15:53:15","slug":"know-your-mailing-audience","status":"publish","type":"post","link":"https:\/\/smartpress.com\/support\/direct-mail\/know-your-mailing-audience","title":{"rendered":"Know Your Mailing Audience"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0001_2020-08-SP-NP-Letter-Mailiers-Donkey.jpg?auto=format%2Ccompress&fit=crop&h=683&ixlib=php-3.3.1&w=1024&s=e44812ec2c2a43d3a07a6c5ffe21d5c4\" alt=\"A letter mail printed with animal rescue information with matching envelopes and rack card.\" class=\"wp-image-29665\" srcset=\"https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0001_2020-08-SP-NP-Letter-Mailiers-Donkey-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=683&amp;ixlib=php-3.3.1&amp;w=1024&amp;s=82a54478c94331664c7dbac73ab133e0 1024w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0001_2020-08-SP-NP-Letter-Mailiers-Donkey-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=200&amp;ixlib=php-3.3.1&amp;w=300&amp;s=736af6c4cbd311ffde2d3daf586635ff 300w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0001_2020-08-SP-NP-Letter-Mailiers-Donkey-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=512&amp;ixlib=php-3.3.1&amp;w=768&amp;s=a87166d7c2ca081d734d4b78828a7d6f 768w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0001_2020-08-SP-NP-Letter-Mailiers-Donkey-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=1024&amp;ixlib=php-3.3.1&amp;w=1536&amp;s=dfbda55ae76d246bb4bc5defed9a3d6f 1536w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0001_2020-08-SP-NP-Letter-Mailiers-Donkey-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=1365&amp;ixlib=php-3.3.1&amp;w=2048&amp;s=158d88f3accaa314ec33c9752d744f31 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">When creating a <a href=\"https:\/\/smartpress.com\/support\/direct-mail\/about-direct-mail\" target=\"_blank\" rel=\"noreferrer noopener\">direct mail<\/a> campaign, it\u2019s important to define your mailing audience before sending your mail. Your target audience can be based on demographics, location, household characteristics or your existing customer data. A more specific mailing audience can help you reach people who are more likely to respond while potentially reducing unnecessary mailing costs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether you design a <a href=\"https:\/\/smartpress.com\/offering\/direct-mail-postcard\" target=\"_blank\" rel=\"noreferrer noopener\">direct mail postcard<\/a>, <a href=\"https:\/\/smartpress.com\/offering\/direct-mail-saddle-stitch-booklets\" target=\"_blank\" rel=\"noreferrer noopener\">booklet<\/a>, <a href=\"https:\/\/smartpress.com\/offering\/self-mailer\" target=\"_blank\" rel=\"noreferrer noopener\">self-mailer<\/a> or <a href=\"https:\/\/smartpress.com\/offering\/direct-mail-newsletters\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter<\/a>, people are much more likely to respond to a mail piece if it applies to them.<\/p>\n\n\n\n<section class=\"waypoint t-sink s-sink\" id=\"mailing-audience-demographics-to-consider\">\n    \n\n<h2 class=\"wp-block-heading\">Mailing Audience Demographics to Consider<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When defining your direct mail audience, consider criteria such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Age range<\/li>\n\n\n\n<li>Income level<\/li>\n\n\n\n<li>Homes with children (or children of a specific age range)<\/li>\n\n\n\n<li>Address type (single-family or multi-family)<\/li>\n\n\n\n<li>Gender<\/li>\n\n\n\n<li>Homeowner vs. renter<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can also use information from your own customer data or purchase a mailing list to reach new potential customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Capitalize on other information at your disposal:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Draw from your own customer data<\/li>\n\n\n\n<li><a href=\"https:\/\/smartpress.com\/support\/direct-mail\/purchasing-a-mailing-list\" target=\"_blank\" rel=\"noreferrer noopener\">Purchase a list<\/a> through your Smartpress sales representative to reach new potential customers<\/li>\n<\/ul>\n\n\n<\/section>\n\n\n\n<section class=\"waypoint t-sink s-sink\" id=\"verify-your-mailing-audience-list\">\n    \n\n<h2 class=\"wp-block-heading\">Verify Your Mailing Audience List<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before sending your direct mail campaign, your mailing list can be processed to help identify duplicate records and determine how you want mailings handled within the same household.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have narrowed down who you want to mail to and sent us a <a href=\"https:\/\/smartpress.com\/support\/direct-mail\/list-processing\" target=\"_blank\" rel=\"noreferrer noopener\">list to process<\/a>, we can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Check for duplicate records to ensure every person gets only one<\/li>\n\n\n\n<li>Remove duplicates per household to ensure each household gets only one or each person in the household gets one<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The appropriate list processing option depends on whether you want to mail to individual people or to households.<\/p>\n\n\n<\/section>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0003_2021-02-Real-Estate-Direct-Mail-Postcards.jpg?auto=format%2Ccompress&fit=crop&h=683&ixlib=php-3.3.1&w=1024&s=60481ed340493f32ff303bbca46cbe1f\" alt=\"Target audiences with direct mail\" class=\"wp-image-29666\" srcset=\"https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0003_2021-02-Real-Estate-Direct-Mail-Postcards-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=683&amp;ixlib=php-3.3.1&amp;w=1024&amp;s=1ae89065ce437f8903cd06caad169299 1024w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0003_2021-02-Real-Estate-Direct-Mail-Postcards-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=200&amp;ixlib=php-3.3.1&amp;w=300&amp;s=8570dfded76a26faf7fa130420ac563e 300w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0003_2021-02-Real-Estate-Direct-Mail-Postcards-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=512&amp;ixlib=php-3.3.1&amp;w=768&amp;s=93d5db049e12dae0ed6bb4c259b57315 768w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0003_2021-02-Real-Estate-Direct-Mail-Postcards-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=1024&amp;ixlib=php-3.3.1&amp;w=1536&amp;s=edfbcda75e4c3e711e17cee15186b427 1536w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0003_2021-02-Real-Estate-Direct-Mail-Postcards-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=1365&amp;ixlib=php-3.3.1&amp;w=2048&amp;s=471d5fc65ee1a42283fd6e0edd5a840b 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" \/><\/figure>\n\n\n\n<section class=\"waypoint t-sink s-sink\" id=\"target-by-location-or-addressee\">\n    \n\n<h2 class=\"wp-block-heading\">Target by Location or Addressee<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Direct mail audiences can be targeted by geographic location or by specific addressees, depending on the goals of your campaign.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A company that services pools might target locations because they want to reach only nearby homes that have pools. The mail piece can use \u201cOR CURRENT RESIDENT\u201d when the goal is to reach the current occupant at an address rather than a specific individual.<\/li>\n\n\n\n<li>If you are trying to reach specific people, we can run the list through the National Change of Address (NCOA) database to identify eligible address updates and help ensure mail is sent to the most current address available through the service.<\/li>\n<\/ol>\n\n\n<\/section>\n\n\n\n<section class=\"waypoint t-sink s-sink\" id=\"other-ways-to-target-a-mailing-audience\">\n    \n\n<h2 class=\"wp-block-heading\">Other Ways to Target a Mailing Audience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Businesses and industries use direct mail to narrow down their target audiences in different ways. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Salons<\/strong> &#8211; Target women in different age ranges.<\/li>\n\n\n\n<li><strong>Barbershops<\/strong> &#8211; Can target men only.<\/li>\n\n\n\n<li><strong>Real estate<\/strong> &#8211; Agents target the closest given number of homes to a newly-listed or newly-sold home.<\/li>\n\n\n\n<li><strong>Restaurants<\/strong> &#8211; Mail to the closest 5,000 homes around their location with an occupant list\/saturation mailing.<\/li>\n\n\n\n<li><strong>Dentists\/orthodontists<\/strong> &#8211; Target the nearest 5,000 homes with children age 5-17.<\/li>\n\n\n\n<li><strong>Churches<\/strong> &#8211; Target all addresses within a five-mile radius with an occupant\/resident list.<\/li>\n\n\n\n<li><strong>Pet Stores or veterinarian offices<\/strong> &#8211; Target homes with dogs or pets.<\/li>\n\n\n\n<li><strong>Nonprofit organizations<\/strong> &#8211; Target communities to participate in charitable causes.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These are examples of how different businesses can define a direct mail audience based on location, demographics, household characteristics or other available data.<\/p>\n\n\n<\/section>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0005_SP-2021-01-Manufacturers-Mailing-Kit.jpg?auto=format%2Ccompress&fit=crop&h=683&ixlib=php-3.3.1&w=1024&s=c734e9aea076903b56f23eb2611f6fb9\" alt=\"Direct mail targeted by demographics\" class=\"wp-image-29667\" srcset=\"https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0005_SP-2021-01-Manufacturers-Mailing-Kit-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=683&amp;ixlib=php-3.3.1&amp;w=1024&amp;s=85c45f37f483588f4edd310a3050a29a 1024w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0005_SP-2021-01-Manufacturers-Mailing-Kit-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=200&amp;ixlib=php-3.3.1&amp;w=300&amp;s=bfe5debed561ee4c15db744ec08758aa 300w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0005_SP-2021-01-Manufacturers-Mailing-Kit-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=512&amp;ixlib=php-3.3.1&amp;w=768&amp;s=5bbe82fcdf95cb0706bb7a61eb52d3b8 768w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0005_SP-2021-01-Manufacturers-Mailing-Kit-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=1024&amp;ixlib=php-3.3.1&amp;w=1536&amp;s=d943bf180eaddc479cf05be9f309f564 1536w, https:\/\/smartpresssupport.imgix.net\/support\/wp-content\/uploads\/2022\/08\/0005_SP-2021-01-Manufacturers-Mailing-Kit-scaled.jpg?auto=format%2Ccompress&amp;fit=crop&amp;h=1365&amp;ixlib=php-3.3.1&amp;w=2048&amp;s=d721074afa6c7a74c86fb897270d1ff9 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" \/><\/figure>\n\n\n\n<section class=\"waypoint t-sink s-sink\" id=\"national-change-of-address-ncoa-\">\n    \n\n<h2 class=\"wp-block-heading\">National Change of Address (NCOA)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">National Change of Address (NCOA) is a USPS service that helps identify address changes reported by people and businesses to the Postal Service. Smartpress can process direct mail lists through NCOA as part of its mailing process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When we print direct mail for you, we run your list through the National Change of Address database. When processing your list through NCOA, we need to know whether you want eligible move updates retained in the list or removed based on your mailing criteria.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if you\u2019re a dentist and we\u2019re mailing a monthly newsletter for you, you most likely won\u2019t want to mail to someone who\u2019s moved out of state or outside of the geographic area you\u2019ve selected. In that case, move updates outside your selected geographic area can be removed from your mailing list.<\/p>\n\n\n<\/section>\n\n\n\n<section class=\"waypoint t-sink s-sink\" id=\"faq\">\n    \n\n<h2 class=\"wp-block-heading\">Mailing Audience FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">What is a mailing audience?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A mailing audience is the specific group of people or households you want to reach with a direct mail campaign. It can be defined using demographics, geographic location, household characteristics, customer data or other criteria.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How can I target a direct mail audience?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You can target a direct mail audience by factors such as age, income, gender, homeowner or renter status, household characteristics, geographic location or specific addressees.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Can Smartpress help process my mailing list?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. Smartpress can process a mailing list to identify duplicate records and apply household-level mailing preferences.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is NCOA?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">NCOA stands for National Change of Address. It is a USPS service used to identify eligible address changes reported to the Postal Service.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why should I use NCOA for direct mail?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">NCOA processing can help update mailing addresses when eligible move information is available, which can help reduce mail being sent to outdated addresses.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Can I target households instead of individuals?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. Direct mail can be targeted to households using geographic, demographic and other available criteria. Smartpress can also process your list according to whether you want to mail to individuals or households.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Note: <\/em><\/strong>When purchasing a mailing from us, we request you include a <a href=\"https:\/\/smartpress.com\/shop\/direct-mail-printing\" target=\"_blank\" rel=\"noreferrer noopener\">direct mail product<\/a> in your order.<\/p>\n\n\n<\/section>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For more help defining your mailing audience or processing a direct mail list, <a href=\"https:\/\/smartpress.com\/support\/contact\" target=\"_blank\" rel=\"noreferrer noopener\">contact customer service<\/a>, and we&#8217;ll be happy to help.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When creating a direct mail campaign, it\u2019s important to define your mailing audience before sending your mail. Your target audience can be based on demographics, location, household characteristics or your existing customer data. A more specific mailing audience can help you reach people who are more likely to respond while potentially reducing unnecessary mailing costs. [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":29665,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[548],"tags":[],"class_list":["post-27520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-direct-mail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Know Your Mailing Audience | Support<\/title>\n<meta name=\"description\" content=\"Considering your mailing audience for direct mail is crucial. 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