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Do You Even Data

A data-driven marketing blog

Want to learn how you can translate incredible data list information into killer marketing campaigns? Want to better understand how data research and models can enhance the data you already have?
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The Value of Predictive Targeting & Direct Mail


The Reach Platform specializes in direct mail marketing and consumer targeting analysis. It’s what we do.

One of the common problems in direct mail, like with many marketing tactics, is that senders aren’t accurate enough with their targeting to make campaigns successful. Mailing people unlikely to respond or make a purchase is very costly and hinders marketing success. Loose targeting significantly inflates channel costs per sale as success rates dip. This is a practice we try to avoid in email marketing, a channel that is far less costly per send than direct mail, for fear of penalties and potentially harming the brand. Direct mail should be approached with even more caution, because the consequences are even more dire if we're not careful with our targeting.

Recently, we thought it would be interesting to do a survey of mailers employees receive as a ‘gut-check’ estimate of mail targeting accuracy. For the survey, we collected thousands of direct mails that employees received for quantitative analysis, regarding how accurately the mail was addressed, and followed up with some qualitative questions to see how employees felt the direct mail influenced their behavior and purchase decisions.

The results were pretty interesting!


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Bruno Delahaye
Bruno Delahaye
Bruno is President of Data Science with 15 years of experience in enterprise software coupled with deep expertise in predictive analytics and data mining. Prior to the Data Decisions Group merger, Bruno served as the CEO of Reach Analytics and Vice President of Sales-SAP( KXEN). Earlier in his career, Bruno managed the database marketing department and data mining technology of Urban Science in London. Bruno has earned an Executive MBA from HEC School of Management, a post-graduate degree (DEA) in Economics Methods from University EVE / ENSAE, and a Masters in Quantitative Methods from Paris IX Dauphine University. Bruno’ passion is his three explorer children, one who loves to build robots which occasionally pursue Bruno at high speed.