Below the Line Marketing Best Practices

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There’s a higher upfront cost to this tactic — and a higher cost for failure if you don’t know your audience. But in the right hands and with the right people, direct mail can deliver big conversion numbers.

We’ve covered a lot about BTL marketing so far, but before you begin your next campaign, let’s review a few final (yet vital) best practices.

Do your research.
Successful BTL marketing means knowing your target audience intimately. There’s no shortcut to this process. Your goal should be to reach the right people, in the right place, at the right time, with the right message.

Audience research helps you achieve that australia phone number material objective. Deep research lets you segment an audience across several axes:

Demographics like age, gender, and income.
Purchase intent like people searching for “best college laptop to buy.”
Lifestyle, including attitudes, opinions, and interests.
A vast amount of quantitative and qualitative data is at your disposal to help you segment appropriately. Explore target audience research tools and techniques to get the good stuff.

btl Marketing Best Practices, pull quote

Secure relevant permissions.
BTL marketing is exciting, but pause to consider any legal and ethical implications. Did your direct mail recipient consent to a gift box? Are you following CAN-SPAM regulations with your targeted email outreach?

Because BTL tactics typically need personal data, review your data security and privacy requirements before launching campaigns. Tell people how you plan to use their data and what value exchange they can expect. It pays to be upfront about your intentions and let people opt out easily.