Reach more households like your best customers, without using personal data
Use SONAR profiling to identify affluent top-up and lookalike households, then mail them with Royal Mail Partially Addressed Mail in carefully selected postcodes.
Partially Addressed Mail is a Royal Mail service for non-personalised advertising mail. Instead of a person's name, each item carries a collective name such as a locality or "The Wine Lover", so no personal data is used. Finely Fettled profiles your customers to choose the postcodes most worth mailing.
No named individuals. Mailing Preference Service screening included, optional goneaway and deceased suppression, and your customer data deleted after use.
How it works
Profile your customers
Upload your customer addresses to a secure folder. We profile them with SONAR to see which neighbourhood types buy from you.
Choose top-ups and lookalikes
Top-ups are the other households in postcodes where you already have customers. Lookalikes are similar postcodes where you have none yet.
Mail the best postcodes
We return a mailing file ranked by postcode, screened against the Mailing Preference Service and your stop list, with your existing customers removed.
Birds of a feather
An average UK postcode has around 18 households. If 6 of them are already your customers, the other 12 are strong prospects: these are your top-ups. Profiling your customers also finds postcodes where you have no customers yet but the households are similar: your lookalikes.
Choose your collective name
The collective name is your campaign's personality, and it affects response. It is always worth testing.
Locality name
A place-based name, such as "The Belper Resident", is not personal data. A friendlier alternative to "The Occupier".
Product category name
Add "Lover" to your category, such as "The Furniture Lover", to single out the resident most likely to respond.
Informal name
Soften "Head of Household" with something lighter, such as "The Head of Most Things", to raise interest.
SONAR profiling
SONAR is an affordable, trusted geo-demographic profiling system. It groups UK neighbourhoods into 80 groups using up to 30,000 attributes. The bigger your customer sample, the sharper the profile, and the better the ranking of top-up and lookalike postcodes.
SONAR and other geo-demographic profiles have been used by organisations such as:
Secure, profiled and clean
Secure
Transfer your customer data and stop files to a password-protected folder set up just for you. After the mailing we delete your data and confirm we have done so.
Profiled
Up to 30,000 attributes and the SONAR system are used to build the best Partially Addressed Mail file for your campaign.
Clean
Your existing customers are removed, and the file is screened against the Mailing Preference Service, your do-not-mail files and, if you ask, deceased and goneaway records.
Want us to run the whole campaign?
Partially Addressed Mail is one of the two targeting options in Postcard Mailers, our fully managed postcard service: audience, design, print and postage, in 3-month runs.
Questions about Partially Addressed Mail
What is Partially Addressed Mail?
A Royal Mail service for non-personalised advertising mail, sent to selected households in chosen postcodes with a collective name instead of a personal name.
Is Partially Addressed Mail GDPR compliant?
Yes. The mail is not addressed to a named individual and no personal data is used in the mailing file. We use collective names and postcode-level selection.
Do you use our customer data safely?
Yes. We use your customer addresses only to profile where your best customers are concentrated and to find top-up and lookalike postcodes. Files are transferred securely and deleted after the work is complete.
Do you suppress households that should not be mailed?
Yes. The mailing file is screened against the Mailing Preference Service and your own stop lists, with optional deceased and goneaway suppression.
How much does it cost?
It depends on your volumes and the profiling you need. Ask for a free count and we will send a quote.
See how many matching households you could reach
Have your customer file ready? Tell us about your campaign and we will set up a secure folder for your data, then send a free count and quote.