Extend your reach, boost your relevance — and really boost your ROI
The best direct mail campaigns start with stellar audience data. That's why we created Lob Audience, a powerful suite of turnkey targeting solutions that make it easy for you to identify conversion-ready audiences — and start mailing to them right away.
Ready to target smarter?
Get in front of new audiences that are ready to convert. We’re here to help you connect with your next best customers.
Expand your reach
Streamline targeting by pinpointing customers and prospects in key locations.
Get better data in days
No more waiting weeks for data vendors to give you what you need. Receive new lists in days.
Stop database decay
Repeatedly hitting the same mailboxes can hurt your results. Fresh contacts keep conversions high.
Drill down on key demos
Stay hyper-specific and personal by using markers like age, gender, marital status, income, and household size.
Target Lists
Send hyper-local and hyper-relevant
Score more web traffic or foot traffic with advanced geotargeting that lets you pinpoint deliverable addresses in high-impact areas and refine them based on demographic traits. Choose from multiple regions or hone in on one, all within the Lob platform. (Buh-bye, tool switching.)
Reach extender
Relevance rockstar
Relationship builder
Lookalike Lists
Meet your next MVC (Most Valued Customer)
Target audiences that mirror your best buyers based on standout behavioral, geographic, demographic, and interest signals. Boost ROI by pairing your lookalikes with exclusion lists to remove already-converted customers, keeping your database fresh and clean.
Acquisition allstar
Conversion champ
Quick winner
Data Append
Set your database to omnichannel mode
Add postal addresses to your existing data, and reach your audience wherever they are — online or IRL. Send special offer postcards to reactivate clients who’ve stopped interacting with emails. Or share some extra love (and a promo preview self-mailer) to engage loyal customers.
Winback warrior
Retention beast
Data maximizer
Lob Audience Pixel
Turn anonymous site visits into personalized mail
Transform browsers into buyers with a single snippet of code. By embedding the pixel on your website, you can identify high-intent visitors throughout your conversion funnel. Then, use verified postal addresses to retarget them with automated mail that hits at just the right moment to drive conversions.
Funnel fixer
Lead transformer
Outreach optimizer
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.
Put your audience at the center of your strategy
