A blend of mail and inserts is often the most effective way to target specific geographies and ensure coverage. To control costs, you need to focus mail promotions where they’re most needed. That’s where we come in.

Market Select from Harte-Hanks focuses attention where it's needed.

Applying our Market Select process, Harte-Hanks first analyzes customer data and third-party data sources to build a customer profile. Then we build a ZIP®-to-Location assignment model that identifies which of your targets are closest to your retail or other appropriate locations. The profiles and model reveal which variables truly predict response and spend so we can assign scores to areas based on their contribution to your sales.

Then we combine this insight with carrier route data and newspaper coverage data, and create a map of potentially high-value carrier routes and ZIP codes that have little newspaper exposure. So you can see precisely where to use direct mail to “fill the gap” in your highest-scoring carrier routes and ensure your message gets out.

The results? Clients using our Market Select process achieve higher response rates in their high-value customer base, significantly increased response rates overall, and more new customers. And they lower costs by eliminating poor-performing areas from direct mail coverage.

Market Select isn’t a single tool – it’s a process that blends analytical methods with multichannel marketing savvy to help you reach geographically targeted audiences in the most cost-effective way.