A recent study by Aimia Institute revealed that Consumers are likely to become wary of a brand, if the information they receive isn’t ‘relevant’ to them.
So when you mail your next direct mail campaign or fire off another email blast, make sure your information is interesting and relevant to your recipients.
Use targeted mailing lists and email lists and reach the right group of people who are most likely to want to hear about your services / products. If you own a Women’s Hair Salon, for example, try targeting Women, who have a certain Household Income level and an Interest in Beauty. Women who fall into this demographic group, are much more likely to be interested in your offer, and feel that it is relevant to them, than those who do not.