Moving to a new apartment, or buying your first home: these moments involve the purchase of new furniture– and as a national supplier of fine furniture, the client was looking for ways to be top-of-mind for Canadians about to undergo these purchasing events.So instead of randomly blanketing entire neighbourhoods with flyers and pamphlets with the knowledge that most of that expense would go to waste, the client needed a way to target specific households, which had either moved recently, or were about to move.
Direct mail had been a well-established and effective fundraising technique for this national not-for-profit organization, but gift rates were on the decline and expenses were steadily increasing due to higher postage costs. Furthur, the donor database contained a large number of inactive donors from years past that was no longer profitable to mail.
In order to precision-target these particular customers, a buyer profile was created. Cleanlist then used this profile to query our ResponseCanadaTM database and identify households which were either about to move, or who were on the move, within 40km of the client’s fifty-plus locations.
The client hired Cleanlist to provide updated, cleaned and formatted, precision-targeted mailing lists on a monthly basis, consisting of households either about to move, or who were on the move for each of their fifty-plus locations. With this unique and valuable targeting information available only with Cleanlist, the client was able to run timely, relevant, ongoing direct marketing campaigns. The ability to directly target potential customers at the moment they are most likely to buy improved the client’s ROI significantly.