Businesses know the importance of getting the right marketing message to the right people. Yet, messages are often delivered to people with no interest or need for what the business is offering, leading to wasted time and money.

One advanced direct mail solution, Propensity Mailing, overcomes this challenge and helps businesses deliver their message to those interested.

When it comes to your direct marketing success, your audience list should be built based on their future choices so you can send messages to only interested individuals. Read further to discover how Propensity Mailing can help you achieve this.

What is Propensity Mailing?

Propensity Mailing—also known as “Intent-Based Mailing” or “Propensity Modeling”—is a data-driven marketing solution that utilizes propensities to create a complex list of interested individuals.

Propensities are the calculated predictions of how an individual will behave. These inclinations are created based on past data, search history, buying activity, clicks, and more to predict which consumers will most likely act in a particular business's favor.

They determine an individual's likelihood of buying or responding to your product or service by looking into people’s interests, behaviors, and purchase intent. Once the right audience is predicted, a mailing list consisting of these interested individuals is created so you can send targeted direct mail messages.

How Does Propensity Mailing Work?

By utilizing 49 different transactional and research partners to create thousands of audience propensities, Propensity Mailing delivers an extremely comprehensive audience list of people likely to become your customers.

Using so many advanced and combined datasets, Propensity Mailing creates a more accurate model than model lists that use a single database.

Data selects used for Propensity Mailing include:

• Demographic information
• Buying activity
• Media behavior
• Purchase intent
• Indicators of specific attitudes

Examples of propensities that can be used include:

There are several ways you can use propensities within your marketing campaign. You can use a single propensity; for example, if you own a pizza restaurant, you can target individuals in your area who frequently dine at pizzerias. You can also combine multiple audience propensities to provide even better results. For example, if you want to promote your organic dog treats, you could target individuals who have a dog, bought dog treats from your competitor in the last 6 months, and show interest in organic foods and products.

Another way to take advantage of Propensity Mailing is to enhance your current selects. Adding a propensity select to your already successful campaign can help you bring in more leads and customers.

What Are the Benefits of Propensity Mailing?

If you want to increase your leads and customers and reach people before they find your competitor, you should consider Propensity Mailing.

With Propensity Mailing, you can target individuals likely to act in your favor and reach those previously unreachable, even through a standard targeted mailing list. In addition to helping you reach the right audience, a Propensity Mailing list saves you time and money and increases your sales.

How Does Propensity Mailing Save Me Time?

By reaching only interested individuals with Propensity Mailing, you're not wasting valuable time marketing to and following up with people who are simply not interested in your business or need what you offer.

How Does Propensity Mailing Save Me Money?

Marketing to individuals likely to ignore your offer due to a lack of need or interest results in wasted money.

With Propensity Mailing, you can significantly reduce printing and direct mail marketing costs. This is because eliminating uninterested or unlikely-to-buy individuals can reduce the number of individuals you reach, thus reducing the resources needed for your campaign.

How Does Propensity Mailing Increase My Sales?

Say you want to promote your meatless frozen foods and send 500 people in a particular area a postcard with a 10% off coupon. Chances are more than half of those individuals eat meat and have no interest in going meatless, resulting in less than desired sales. Instead, you could use Propensity Mailing and target only vegetarians in that particular area who are also likely to buy meatless products, foods, or meals. Reaching 500 of these types of people means you're reaching only those interested and who would actually use your coupon.

Propensity Mailing helps you reach people who are interested in what you offer, want to learn more about your company, and who are most likely to convert into a customer, resulting in a much higher ROI.

Propensities have proven to increase response rates and sales by helping you reach the right audience for your business. At Kingston Printing, we have the expertise and capabilities to help you create the perfect Propensity Mailing campaign. Plus, with our in-house printing and mailing services, we have everything you need from start to finish. Click below to contact one of our Propensity experts today.