Direct Mail Sending Behavior - Verizon
Although we were unable to find enough information to sufficiently provide information on how often Verizon send out direct emails, our research revealed that Verizon uses direct mail to target current customers and to prospect to new ones in urban and suburban areas. Below, you will find more details.
To find data on direct mail sending behavior of Verizon, we started by extensively searching the company's database, annual reports, and press releases. We were able to find data on if they send direct mail as well as the target of the direct emails which we have reported below.
Next, we searched for interviews the company's executive have granted in the past as well as any job filings in marketing that may have mentioned the need for expertise in direct mail or something similar. We searched sources such as Indeed, LinkedIn, Glassdoor, FlexJobs, Washington Post, New York Times, among others. This research path was productive as we were able to find data on where they are sending direct mail and data on who they were targeting.
We further conducted general media searches in industry and media publications for Verizon's direct mail strategy/tactics and any examples of direct mail creatives they have sent in the past. We also searched for case studies related to any direct marketing campaign the company has done in the past. We searched sources such as Forbes, Fortune, Adweek, Adage, Behance, Target Marketing Mag, among others. There wasn't much information available, hence, we had to expand our search to data older than 24 months. We were able to find some direct mail creatives, as well as an example of additional customer and states in the US the company has targeted in the past.
In all, we were able to find enough information to provide insight on all the requested data, except concrete data on how often the company sends direct emails to people despite an extensive search. We also tried to see if we could find information on the direct mail sending frequency for either Cellular and Xfinity or if there was any industry benchmark but we didn't find the data.
Below, we have presented the information we were able to find.
1) Who they send direct emails to
We found evidence that Verizon sends direct mail to its current customers, potential customers in its target area or as a means of acquiring new customers, and to lapsed/old customers.
2) Messaging and Creatives
The messaging seems to depend on what is been promoted at the time. We found several creatives with different messages such as "Live on the Edge", "Welcome to the Edge", "Upgrade Faster With Verizon Edge" and "Save with Verizon Edge", "Increase Productivity, Decrease Overhead, Get Your Whole Office Talking for Free," "Switch Back to the Nations Best 3G Network and Conquer A World of Apps".
3) Where they are sending out this direct mail to
Verizon sent this direct mail to the homes and apartment of their customers, and they seem to have particularly targeted those in multiple dwelling units or multifamily apartments with their direct emails. They target customers nationally with direct emails but seem to have focused on customers and potential customers in urban and suburban cities.
4) How Often Verizon Send Direct Mail
After an extensive search, we were unable to find data on the frequency with which Verizon send direct emails, nor was there enough information for us to infer or triangulate the data. Also, we were unable to find information for either Cellular or Xfinity. The reason data is unavailable is likely because such information is considered proprietary.
5) Demographic Information
During our research, we found that Verizon specifically targeted the following demographic for the Verizon FIOS — Integrated Marketing Campaign where direct emails were used as part of the marketing medium:
Gender: Male and Female
Average Income: $46,000+
Ethnicity, Religion, and Race: All
Household: 1-2 member households in rental apartments or condos"
However, note that Verizon has also used direct emails to target all its customer base for campaigns that targeted a broader demographic, while others seem to have been targeted to business owners. Hence, it would seem that the demographic the company targets with each direct mail campaign are dependent on the specific product they are promoting at the time.