12 Targeting Criteria to Improve Your Direct Mail Marketing

market segmentation concept


When it comes to direct mail, the more precisely you can target your ideal customer, donor or advocate, the better chance you have of not just increasing awareness, but impacting behavior. At Marketing Tech, Buffalo’s Direct Mail Marketing experts, we offer a great deal of targeting ability when acquiring or appending a list for you.

Below are several criteria that successful direct marketing campaigns use for targeting consumers. We can specify targets even tighter with criteria such as those people interested in high-end clothing, buyers of luxury goods, or those who use propane to heat their house – almost anything you can think of.

We also have the ability to analyze your list and supply a list of prospects that have similar propensities and are more likely to engage with you. So save the reference list below and call us today to see how we can help you target with pinpoint accuracy.

1. Age
Age is assigned in two-year increments for each individual under 18 to 100+. Sources include household census, questionnaires, drivers’ licenses, credit bureau records, birth, high school & college records, warranty registrations, and insurance records.

2. Income
Estimated incomes offer more granularity for top-end ranges. Estimated total household income in ranges is sourced from warranty registrations, household census, questionnaires, and vehicle registration.

3. Marital Status
Indicates if anyone in the household is married.

Inferred Married – If the marital status of Married or Single cannot be determined from a source and there are two names in the household with the gender of Male and Female, within a certain age range of each other, then the marital status is set to “A- Inferred Married”.

Inferred Single – If the marital status of Married or Single cannot be determined from a source and there is only one name in the household, then the marital status is set to “B- Inferred Single”.

Married – A married couple is defined as a male age 26-60, with a female age 20‐70, where the couples are not more than 10 years apart in age. A married couple could be a male, age 60+, with a female of any age, where the couples are not more than 10 years apart.

If the 1st individual and the 2nd individual have the same gender, then the marital status is defaulted. Sources include public data, buying activity and self‐reported data.

4. Households with Children – Indicates the known presence/absence of children age 0-17 in the household.

5. Age and Gender of Children – Indicates households with children, broken down by gender and age range as sourced from high school & college records, mail response files, warranty registrations, insurance records, household census, birth records, etc.

6. Households with Seniors – Indicates that there is a senior adult in the household where another adult is identified as the first individual (Senior adult is age 55+). Sources include public data, buying activity and self-reported data.

7. Homeowner/Renter – Indicates whether someone is a known Homeowner or Renter. A HOMEOWNER FLAG is a confidence flag based on the sourcing of homeownership data. Verified Homeowners are records where at least one source was real property data. Highly Likely Homeowners come from multiple sources though none were real property sources. Probable Homeowners come from a single source. PREMIER COMPLETE PRECISION INDICATOR enables customers who seek higher counts to expand the selection with inferred/modeled data. Premier = multi-sourced data. Premier Plus = modeled/inferred at the household level. Premier Complete Zip+4 = modeled/inferred at the zip+4 level. Premier Complete Zip = modeled/inferred at the zip level.

8. Home Value – Indicates the home market value of the house. This variable provides the value of a home-based on historical appreciation rates at the census tract level or grossed up assessed values validated by recent sales of like properties. This method depends on the area because in some states, (i.e. CA) assessed and market value have no correlation. This data can also be presented as a decile code, which represents home value as compared to all homes in the same county. This data can be used in conjunction with other data as an indication of a household’s economic position. Homeownership by itself is indicative of stability and by adding the value can provide insight as to financial strength.

9. Year Home Built – Year ranges in which home was built. Sourced from city and county real estate property records.

10. Length of Residence – Indicates the total time a household has lived at their current address in ranges.

11. Education – Indicates the education of the 1st individual in the household.

12. Occupation – Indicates the occupation of the 1st individual in the household.

We’re here to help with any of your needs, just drop us a line.

Request Information

  • This field is for validation purposes and should be left unchanged.

Share This Article:


Related Articles

Leave a Reply