Reach Wealthy Prospects With Direct Mail Marketing And A Good
List.
Do you need to reach wealthy prospects using direct mail? Then
work on your list. Who you mail to (your list) is the single
most important thing that determines your success.
There are two main ways to target affluent buyers: where they
abide, and what they buy.
Where they abide
Every area of the country has places where the wealthy
congregate. The affluent are concentrated in cities (London, New
York, Toronto) neighbourhoods (Knightsbridge, London, Manhattan,
New York and Yorkville, Toronto) and streets (Cadogan Square,
London, Park Lane, New York, Yorkville Avenue, Toronto. Reaching
the wealthy by city is too expensive. Reaching them by
neighbourhood or street makes more sense.
One disadvantage of targeting the wealthy by neighbourhood is
that you do not know if people on your list want or need what
you are selling. All that you have is a good hunch that they can
afford it (because some people who live in wealthy
neighbourhoods only appear wealthy, and cannot actually afford
to live there).
The best place to look for lists of wealthy neighbourhoods is a
list broker. List brokers will show you the breakdown of the
wealthy neighbourhoods you want to target. Affluent Austin, for
example (www.affluentaustin.com), claims to have data on the top
50,000 most affluent homes in Greater Austin, Texas. Their data
card lets you target your mailing by zip code, neighbourhood
name or number of households. It looks like this:
78610 Creedmoor 9
78613 Cedar Park 117
78734 Lakeway 2,643
So you could target the 78610 zip code and reach 9 homes. Or you
could target the Cedar Park neighbourhood and reach 117. Or you
could ask the list broker to name the zip codes and
neighbourhoods that had the most households, and Lakeway, zip
78734, would be near the top of the list.
If you are needing to reach wealthy buyers in the United States,
try these top list brokers:
Dun & Bradstreet www.dnb.com
Experian www.experian.com
InfoUSA www.infousa.com
What they buy
Another way to reach affluent prospects with direct mail is to
find lists of people who already buy what you are selling, or
something like it.
Selling yachts? Rent a list of boat/yacht owners from the
government department that issues boat licenses.
Selling yachts to people on Mercer Island, Washington State?
Rent the mailing list of subscribers to Yacht Magazine and
select only those readers who live on or near Mercer Island.
Selling yachts to newcomers to Mercer Island, Washington State?
Rent the names of new home owners on the island or recent movers
to the island.