Targeted postal mailings

How does the targeted postal mailings service work?

You give us the characteristics of your ideal customer, and we return a list of addresses where you'll reach them. This means that instead of reaching every address point in a given area, you send your mailings only to where your prospective customers live.

We carry out the profiling based on data you provide or using our catalog of standard characteristics, including demographic data. We approach every project individually, and the options can be combined. If you're not sure how to define your target group, we'll help you set the right criteria.

The service uses our own high-quality address data - including the buildings address database, the apartments address database, the postal codes, localities and streets database, and spatial data.

Direct marketing based on precisely profiled addresses

How do we profile recipients?

We profile recipients based on your data or on a catalog of standard characteristics, including:

• The number, age and sex of the people,
• City size and location within a given municipality, county, province and postal code,
• The type of building (single-family or multi-family) and the number of dwellings in the building,
• The number of registered businesses in the building,
• Distance from your company's location or from competitors' outlets,
• Distance from various types of facilities (public transit stops, parks, schools, kindergartens, banks, stores and others).

Combined criteria are also possible - we tailor the profile to the specifics of your campaign and sales goal.

Example: a marketing campaign for a beauty salon

In Warsaw's Mokotów district, a new beauty salon for women has opened. As part of the campaign, the owner plans a marketing mailing made up of a cosmetic sample and a leaflet with the salon's offer.

With the standard approach - mailing to every address in the district - the owner would have to send 128,500 items. Let's instead define the customer profile: a woman aged 25–65, living within 1.5 km of the new salon or 300 m of a metro station, in the Mokotów district or neighboring districts.

After targeting is applied, the number of items drops to 88,000 and the campaign's costs fall by more than 30% - while at the same time broadening the campaign's spatial reach and directing it to the optimal target group.

Fig. A visualization of profiled customers' addresses together with a fragment of the address database. Base-map data source: openstreetmap.org

Physical mailings of marketing materials as an effective way to reach people

With targeted postal mailings you can use various forms of advertising materials - from leaflets and catalogs to product samples and brochures. A physical advertising item that lands at a well-chosen address effectively complements your other activities, including online campaigns. Matching the content of the ads to the recipient's profile further increases the campaign's effectiveness.

You can easily measure the campaign's effectiveness by including discount codes with the items or directing recipients to dedicated landing pages with a unique address. This tells you which addresses and recipient profiles bring the best results, so you can keep improving your reach.

Planning your sales reps' work

Want to see the addresses of profiled customers on a map and plan your reps' work on that basis? We'll add geographic coordinates to the address list, so you can easily plot them on a map in GIS or BI software and define your team's operating areas.

In addition, beyond the address points themselves, we'll also work out optimal travel routes for your reps - thanks to our Routes API service, which solves the traveling salesman problem.

You don't deliver materials to every address in an area, only to where your prospective customers live, so the costs of printing, distribution, mailing and reps' work drop noticeably.

You reach only the addresses of profiled recipients, which translates into a higher conversion rate. You choose quality over quantity.

You receive a list of addresses that you can also use in your company's other activities.

Who is the targeted postal mailings service for?

The service is especially well suited to:

• Service and local businesses - reaching residents near a new outlet,
• Retail chains and retail - campaigns around stores and analyzing the competitive surroundings,
• Financial institutions - directing offers to precisely selected recipient groups,
• E-commerce companies - direct mail campaigns that support online activities,
• Field sales teams - planning reps' visits based on addresses on a map.

How do you get started?

1. Define your target group - fill in the form and give the characteristics of your ideal customer, or send us your own data. If you need help, we'll assist you in defining the criteria.
2. Receive the address list - we return a CSV (or XLSX) file with the addresses that meet your criteria. Optionally, we add geographic coordinates so you can import the data into GIS software.
3. Launch your campaign - use the addresses for a marketing mailing or for your reps' work, and keep the list for future activities.

Is the service GDPR-compliant?

Yes. We operate in line with personal data protection regulations, including the GDPR. Targeting is done at the level of addresses and the characteristics of the area and building, not the personal data of specific, named individuals.

How does the targeted postal mailings service work?

Based on the characteristics of your ideal customer or on your own data, we profile recipients and return a list of addresses where you'll find prospective customers. You can use the addresses for mailing marketing materials or for your sales reps' work.

Do I need to have my own customer data?

No. You can provide your own data or rely solely on our catalog of standard profiling characteristics. Combined criteria are also possible.

What characteristics can I use for profiling?

Among others: the number, age and sex of the people, city size, administrative location and postal code, the type of building and the number of dwellings, the number of businesses in the building, and distance from your company, competitors or selected facilities such as transit stops, schools or stores.

What do I get at the end?

You receive a list of profiled addresses that you can use in campaigns and your company's other activities. On request, we'll prepare a file ready to display on a map.

How much can targeting save?

It depends on the profile and the campaign area. In the beauty salon example in Mokotów, targeting cut the number of items from 128,500 to 88,000, lowering costs by more than 30% with a broader spatial reach.