Segment Before Sending: 5 Smart Strategies for Segmentation in Print Marketing

Are you wasting time with marketing technologies that are impersonal and ineffective?

In today’s digital world, businesses bombard consumers with marketing emails, pop-ups, and banners. Customers have started to ignore these popular digital marketing strategies.

A study by the U.S. Postal Service discovered that people are quick to process digital ads, but print ads elicit a more emotional response.

It’s time to revisit the world of print marketing. Smart brand marketers have abandoned certain digital marketing efforts. They have chosen to adopt the impactful and personal power of print.

But where do you start?

Keep reading for 5 print marketing segmentation strategies that will give your business a competitive advantage.

What is Print Marketing Segmentation?

The lowest price is not always what drives customers to buy. Print marketing segmentation refers to subdividing a market by common characteristics.

In essence, one solution, product or service can’t be everything to everyone. Marketing segmentation grabs customers’ attention by delivering exactly what they are looking for.

This process is poignant and inspires customers to take action. This improves ROI.Adding direct mail to your existing digital ad campaign can boost your conversion rate by 28%.

5 Strategies to Consider

Now that you know what it is, it’s time to talk about how to implement a print marketing segmentation strategy. 

Check out the following list of simple strategies you can use to get started today.

1. Demographics

One way to divide your customer base is by demographics. In marketing terms, “demographic” refers to a group with common traits. These traits may include age, gender, education, profession, income level, or marital status.

You can target specific customers with a select handful of products or services by using demographics. This strategy works best if you can identify customers with clear, identifiable characteristics.

2. Geographical Location

You might also divide your customer base by geographical location. Customers living in different regions may have different service needs or product requirements.

As an example, customers who live in cold or rainy regions might want to look at products such as jackets and umbrellas. Sunscreen and swimsuits are more appropriate for people in warmer climates.

You can divide by geographical location on a local, regional, national, or global level.

3. Length of Relationships

A third strategy to consider is to divide by the length of your client relationships. A repeat customer has different needs than someone who has made a one-time investment.

If you were making a sale in person, you would introduce a new customer to your business. 

A long-term customer who is familiar with your products may want to see what’s new or make a repeat purchase.

4. Types of Services or Products

Collecting data on your customers helps you identify their needs. Entice them to buy by dividing your base by types of services or products they have shown interest in.

This reduces consumer effort by making purchasing decisions easier. And that means they are more likely to make impulse purchases.

5. Seasonal Needs

To further meet the needs of your customers, you can try segmenting by seasonal needs. Consumers are more likely to buy certain products holidays and seasonal events. 

Try tracking individual purchases and looking for patterns. You might uncover repeat purchases around life events, such as anniversaries or birthdays. Or even daily habits, such as going out for lunch during the workday. 

Get Started

These strategies only skim the surface of the benefits of print marketing segmentation. There are infinite possibilities!

With practice, you will discover which strategies meet your business’s marketing goals.

Are you interested in learning more about print marketing and how it can help your business attract customers? Contact us or register for the Print Event now to unlock the marketing power of print.

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