Re: Local Targeting

From: Bruce Koren <bruce_at_citymarketing-sf.com>
Date: Wed 29 Dec 1999 09:53:53 -0800

TIM SMITH WROTE:
> Anyone out there had any experience with targeting
> online campaigns on a local level? I'm looking to
> reach (via email) individuals in particular U.S.
> markets.

Tim,

We're currently targeting an opt-in Email campaign to
the Bay Area. And here's the way it works. If your
vertical market target list is fairly large, the list
vendor should be able to sort by zip code. The
drawback is that you eliminate all the listing who
didn't provide a zip code when they opted in. So you
may end up with lists that are too small to mail to.
In that case, your only option is to broaden the
selects that define your list. In a recent opt-in
Email test we did, we found that the augmented segment
(the list title we added to round out the numbers)
pulled better than our original target choice! That's
why it pays to test, test, test.

Bruce Koren
bruce_at_citymarketing-sf.com


Bruce Koren
City Marketing
415 398.0303
 http://www.citymarketing-sf.com
City Marketing, your official creative resource for the new millennium.






Received on Wed Dec 29 1999 - 11:53:53 CST