Targeting different types of clients

Segmenting your database is one of the big strategic advantages of using direct mail.

Segmentation is the process of identifying, targeting and splitting groups of individuals who are similar to one another in certain ways. It allows you to personalise your communications and deliver a message that resonates with your client's personal circumstances and life stage. What people in direct marketing call ‘delivering the right message at the right time'. You can segment by:

• age
• income
• assets
• debt
• occupation
• geographic area
• products they have
• how long they've been a client
• marital status
• number of children
• client segment (see below for suggestions)
• and a whole host of other options.

Segmenting your client database can seem like a daunting task, but it's actually very straightforward.  You just need to add more of the information fields we talked about in ‘How to create a client database'. With extra data you already know about your clients (from their tax returns for example) -  clients can be segmented based on several variables, using the data sorting facility in whatever program the data is held.

Here's an example of the fields you can add to the basic database:

* Investable assets include shares, investment property and superannuation. The value of the client's home is not included.

** Clients segments are outlined below.

The four key market segments we've identified for this campaign

For this particular direct marketing campaign, the letters and brochures available have been separated into four main segments based on the following broad customer types and life-stages. To find out how to determine which of your clients fit into each segment, click on the links below.

• Wealth accelerators 
• Imminent retirees 
• Retirees 
• Business owners 

Create a mailing file

Perpetual Private Clients advice and services are provided by Perpetual Trustee Company Limited (PTCo), ABN 42 000 001 007, AFSL 236643. This information has been prepared by PTCo. It contains general information and is not intended to provide you with advice or take into account your objectives, financial situation or needs.