Lob Audience
Connect with action-ready audiences — from brand new to tried-and-true
Extend your reach and relevance at every stage of the customer journey. Lob Audience is the ultimate tool for turning direct mail into a prospecting, retargeting, and retention machine.
Think outside your existing database
Expand your reach
Streamline targeting by pinpointing customers and prospects in key locales.
Enhance your data
Build lookalike audiences to reach new targets that mirror your best customer.
Keep connected
Match anonymous site visitors to addresses and stay top-of-mind.
Geotargeting
Make your mail hyper-relevant
Score more web traffic or foot traffic with advanced geotargeting that lets you pinpoint deliverable addresses in high-impact areas.
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Welcome new movers to the neighborhood
Access new mover data to reach buyers and renters who recently relocated — and need products and services like yours.
Prospect
Connect with your next customer
Target lookalike audiences that mirror your best buyers based on standout geographic and demographic data points in your existing lists.
Retarget
Keep the conversation (and conversions) going
Use Lob Pixel to reach highly engaged website visitors or cart abandoners, even when you don’t have their addresses.
Retain
Create more returning customers
Add depth to your existing data, like name, postal address, and demographic info, so you can refine your targeting and connect with your audience at the mailbox.
Audience Targeting FAQs
Direct mail targeting is the process of tailoring and delivering physical marketing materials to a specific audience to increase the likelihood of engagement or conversion. This strategy involves identifying and reaching individuals or businesses most likely to benefit from your product or service, using two key approaches: location-based targeting and personalization.
To target an audience for direct mail, start by defining your ideal customer based on key factors such as demographics, geographic location, psychographics, and behavior. Analyze your existing customer base to identify patterns, such as age, income level, interests, and purchasing habits, that can guide your targeted direct mail.
Geographic targeting is particularly useful, as it allows you to focus on specific areas, like neighborhoods, zip codes, or regions, ensuring your campaign reaches people within your business’s service area. Additionally, purchasing direct mail lists from reliable vendors can help you access audiences based on specific criteria, such as income range, homeownership status, or occupation, ensuring your outreach aligns with your goals.
When planning a direct mail marketing campaign, you should target individuals or businesses that align closely with your ideal customer profile. Start with your direct mail target audience, which could include current customers, high-value prospects, or those who have shown interest in similar products or services. Use direct mail lists to narrow your focus to demographics such as age, income, or occupation, or behavioral traits like purchase history or engagement with past campaigns. For example, if you're promoting a luxury service, a targeted direct mail list might include high-income households in specific neighborhoods.
You can also use mailing lists to reach potential customers based on geographic location, such as nearby residents for a local business or event. For re-engagement, focus on lapsed customers by identifying them in your direct mailing lists and offering tailored incentives. Whether creating your own direct mail lists or purchasing them from a vendor, ensure they are up-to-date and segmented by criteria relevant to your campaign. A well-curated direct mail marketing strategy that leverages personalized and targeted outreach can increase the effectiveness of your mailings and drive higher response rates.
The best ways to segment a direct mail audience involve organizing your direct mail lists based on characteristics that make your marketing more targeted and effective. One common approach is segmenting by demographics, such as age, income, gender, or education. This helps you craft messages that resonate with specific groups, like young families, retirees, or high-income professionals. Another key method is geographic segmentation, which uses location-based criteria like neighborhoods, zip codes, or city regions to focus your campaign on areas most relevant to your business or service.
You can also segment mailing lists by behavior, such as purchase history, frequency of purchases, or product preferences. For instance, send exclusive offers to repeat customers or promotions for complementary products to past buyers. Segmenting by lifestyle or interests is another effective strategy, allowing you to reach people who share hobbies, values, or preferences related to your product. Lastly, consider organizing your direct mailing lists by customer stage, targeting new leads, loyal customers, or those who haven’t engaged recently with specific, tailored messages. These strategies make your direct mail marketing more personalized and impactful.
Reach action-ready audiences
