We know where our members live and we know our coverage area reach. But there are a lot of people in a lot of zip codes and we can attempt to target our efforts based on demographics or past performance or volume. However, only GEO MAPPING provides a basis for analysis based not on raw population numbers or total number of donors in any zip code, but on the percentage of member households in each zip code. By looking beyond the surface, we can learn where our real potential lies. Geo Mapping can be especially helpful in targeting mail efforts in regions newly added to your coverage area.
If you have Enhanced Data for age and gender-coded in your database, geo-mapping can provide member penetration by gender and age, allowing you to target zip codes with similar attractive demographics.
Amy Houke, Director of List and Print Media at DMW has worked with a number of DEI member stations to identify the BEST areas for acquisition direct mail and notes “Whether it’s because of your signal strength, special events, past mailing history, or any other cause, some zip codes are going to be better than others…and the fastest, most cost-effective way to find out exactly where to draw those lines between “good” zips and “bad” zips, is geo-mapping.”
Partnering with DMW, DEI offers Geo Mapping services three times a year in order to help stations refine their zip code selections for Acquisition list rentals. The fee is $600 per station. Stations will receive a spreadsheet showing zip by zip population and penetration percentage levels, written mail recommendations based on the Geo Mapping information color coded maps illustrating the best and worst mail areas:
Red is hot…Blue is not. Red areas have the highest member penetration followed by green, then yellow. Blue areas have the lowest penetration. Areas in white have NO members
Areas in green are recommended for mailing. Blue pockets are areas where the station should NOT mail.
Cutting unresponsive or low responsive zip codes and finding NEW areas of opportunity is a good way to maximize your acquisition efforts.
To participate, stations simply fill out the registration form and then send a simple spreadsheet – an excel or .CSV file – that lists each zip code in the station coverage area and the number of member records in each zip code:
For additional information, contact:
Virginia Dambach
Direct Marketing Services Manager
701-293-7281
vdambach@deiworksite.org