Data Profiling for Door Drops and Mail
Data profiling finds the homes most like your best customers before you print a single leaflet. We profile your data and rank every area so your budget goes where it will work hardest.
Profile my customers
Profile my customers
Why profiling comes first
Most of the money in a door drop or mailing goes on print and delivery, so the biggest saving is not sending to homes that were never going to respond. Profiling is how we find those homes before the campaign, not after.
We start with the people who already buy from you. Their postcodes tell us what kind of households they live in, how far they travel to you and which neighbourhoods are over represented. We then look for every other area in your patch, or across the UK, that has the same make up, and rank them from strongest to weakest match.
The result is a plan you can scale up or down with confidence: start with the top ranked areas, measure, then widen out.
The data we work with
- Your customer dataSales, enquiry or member postcodes from your own systems. It is the most valuable data in any plan because it shows who actually buys from you.
- Mosaic and AcornThe UK’s leading household classifications, which group every postcode by lifestyle, life stage and spending, so we can describe your customers and find more like them.
- Census and household countsOfficial Census figures alongside Royal Mail delivery point counts, so every plan is built on real numbers of homes per postcode sector.
- JICMAIL and LDMiIndustry mail research on how different households read and act on mail, brought together with our own planning tool, LDMi, to rank areas and set quantities.
What you get
- Customer profileA plain English picture of who your customers are and where they come from, including the household types you over index on.
- Ranked areasEvery postcode sector in your target area scored against that profile, so you can see the best, the average and the ones to leave out.
- Plan and quantitiesA recommended selection with household counts, delivery method and cost, sized to your budget.
- Control areasMatched sectors held back from the campaign so the results can be measured against homes that did not receive anything.
Profiling in practice
When Foxtons wanted to reach freehold homeowners in its price band across its London branch areas, we ranked every postcode sector by how closely its homes matched the brief, recommended the sectors that scored above average and let Foxtons choose the final selection. Around 300,000 homes received the leaflet through Royal Mail Door to Door, and Foxtons came back for a further drop within two months.
For Tapi, profiling was built into a national test: 649,607 homes around more than 80 stores, split by store and decile, with control groups so every result can be compared against homes that were left out. Read the case studies.
Data and GDPR
Door drop profiling works at postcode sector level, so no personal data is needed to plan or deliver it. When you share customer postcodes with us, we use them only to build your profile and keep them secure. For addressed mail, we screen files against suppression lists such as the Mailing Preference Service, and can help you source compliant prospect data. Read more about direct mail and partially addressed mail.
Data and profiling FAQs
What is customer profiling in marketing?
Customer profiling describes the kinds of households your customers come from, using classifications such as Mosaic or Acorn. It lets you find more people like them and stop paying to reach people who are not.
What data do you need from me?
A list of customer or enquiry postcodes is enough. Full postcodes give the best results; names and addresses are not needed for door drop planning.
What if I do not have any customer data?
We can still build a plan from your target audience, such as homeowners, families or a particular age group, using Mosaic, Acorn and Census data to rank areas.
How do you decide which areas to leave out?
Every postcode sector gets a score against your profile. Sectors well below average, or too far from your stores, are usually the first to drop, which cuts waste without losing many likely customers.
Is profiling included with a door drop?
Area planning is part of every LDM campaign. Deeper customer profiling and ranked sector plans suit larger campaigns; ask us and we will explain what fits yours.
Can profiling help me measure results?
Yes. The same profile lets us pick matched control areas that do not receive the campaign, so you can see the real uplift. See measuring door drop results.
Start with your data
Send us a sample of your customer postcodes and tell us where you trade. We will show you who your customers are and which areas to target first.
Get in touch
Looking for more information? Simply get in touch with one of our friendly office staff who are always on hand to help.
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