Define Your Niche When Marketing to Women

Oct 02, 2012

 

With women making or influencing roughly 85% of all purchasing decisions, marketing directly to women is just good business. But targeting female prospects isn't as easy as it may seem. Women often complain that marketing aimed at them misses the mark.

 

One reason may be that marketers don't really know who they're marketing to. Women aren't a monolithic group, so before mailing, you need to think carefully about the unique situation of the woman you're targeting, and how you can create a message that resonates with her. Rather than marketing to women in general, try to target your mailing to specific types of women, such as stay-at-home moms, working mothers, young singles, or retirees. Think about the issues that those women care about, and what their daily lives are like. Ask yourself, “How will what I'm offering make their lives better?” 

 

One tool that can help you target your mailer to your prospects is Click2Mail's mailing list services. You can purchase a pinpointed list of people who are most likely to be interested in your product or service. How might this work in practice? Consider these examples: 

 

• A new organic dry cleaner wants to mail a postcard to highlighting their services. Using Click2Mail's mailing list tool, they build a list of working women in their target geographic area who are also interested in green living. Then, they mail a postcard with a tear-off coupon inviting these women to come in and try their services. 

 

• Sarah is a financial advisor who specializes in working with high-net-worth female clients. She creates a mailing list of women in her city who are highly likely to be investors (based in part on their age and income), and then sends a mailing with a reply card inviting them to attend a free seminar on financial planning for women. 

 

• A children's clothing boutique wants to advertise its upcoming fall sale. First, they purchase a list of households with young children. Then, they design a fun, colorful mailer highlighting some of the new fall clothes. And because the store owners realize that many moms are big users of social media, they build a digital component into their campaign, including a QR code on the mailer. When scanned, the QR code directs people to the store's Facebook page. Recipients can “like” the Facebook page to get updates on upcoming sales and new stock. This extra step gives their direct mail campaign long-lasting impact, since moms often share information about or recommend products on social networks – and these personal recommendations can carry a lot of weight with other moms. 

 

When it comes to mailing to women, the options are nearly endless, provided that you understand your ideal customer and have a targeted mailing list. By taking the time to think about what kind of messages will really hit home with women, and then building a list of prospects who are most likely to be interested in your offer, you increase the odds that your direct mail campaign will be successful. 

 

Interested in using Click2Mail's mailing list services to create a highly targeted direct mail campaign? We'd be happy to help you evaluate your options and build a mailing campaign that helps you achieve your goals. Drop us a line at .(JavaScript must be enabled to view this email address) or give us a call at 866-665-2787. We're here Mon-Fri, 9AM to 8PM Eastern Time, and we're always eager to answer your questions.