When consumer direct mail underperforms, the issue is rarely the format or the print quality.
It’s almost always the audience.
The biggest driver of response rates in consumer mail is how well the data matches the offer. There are two proven ways to get this right:
- Manual audience modelling
- Lifestyle segmentation using Experian Mosaic profiling
Both work. The key is knowing when to use each.
Option 1 – Manual Consumer Data Modelling (Precision First)
Manual data modelling is the most direct way to control who receives your mailing.
Instead of relying on broad assumptions, you refine your audience using tangible, measurable characteristics that closely align with your ideal customer.
Typical refinements include:
- Age range
- Homeownership status (owners vs renters)
- Property value bands
- Estimated household income
- Household composition, including whether children are present
This approach works especially well when:
- You already know who your best customers are
- Your product or service has clear eligibility criteria
- You want tight control over spend and wastage
For example, a campaign promoting home improvement services will usually perform better when targeted at owner-occupied households within specific property value ranges, rather than blanket mailing an area.
Manual modelling is transparent and logical. You can clearly explain why each household was included, which makes it ideal for compliance-driven or tightly defined campaigns.
The limitation is that it focuses on what people are, not always how they live.
Option 2 – Experian Mosaic Profiling (Behaviour and Lifestyle Insight)
This is where Experian Mosaic profiling comes into its own.
Mosaic is a consumer segmentation system that classifies UK households into:
- Around 15–18 high-level lifestyle groups
- Around 66–68 detailed types for more granular targeting
Rather than just looking at age or income in isolation, Mosaic combines:
- Demographic data
- Socio-economic indicators
- Housing characteristics
- Behavioural and lifestyle patterns
All typically modelled at postcode or household level.
This allows marketers to target groups such as:
- City Prosperity – high-status urban professionals
- Prestige Positions – affluent families in desirable suburbs
- Vintage Value – older individuals, often in social housing
Instead of guessing who might respond, Mosaic helps predict how different groups are likely to behave, what messaging will resonate, and even how they prefer to engage.
Why Mosaic Often Delivers Higher Response Rates
Mosaic works particularly well when:
- Your offer appeals to lifestyle, not just eligibility
- Messaging tone matters as much as the product
- You want to tailor creative to specific audiences
For example, two households might have similar incomes and property values, but respond very differently depending on lifestyle, values, and stage of life. Mosaic captures those differences in a way manual filters alone cannot.
That’s why Mosaic-led campaigns often see stronger engagement and more consistent response rates, especially for sectors like:
- Financial services
- Charities
- Home services
- Education and family-focused offers
Which Approach Should You Use?
In practice, the strongest campaigns often combine both.
Manual modelling ensures:
- Relevance
- Compliance
- Cost control
Mosaic profiling adds:
- Behavioural insight
- Smarter messaging alignment
- Higher likelihood of response
If you know exactly who you need to reach, manual modelling may be enough.
If you want to understand how people live and why they respond, Mosaic adds a powerful extra layer.
Next steps
Contact Selectabase on 01304 383838 or email [email protected] to learn how we can support you with targeted direct mail marketing that works.
Targeted Experian Consumer lists + high quality direct mail is what Selectabase do best!
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