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Partially addressed mail

Reach relevant new audiences, even if you don’t have a rich database. Partially addressed mail uses postcode data to target the right audience for your brand.

What is partially addressed mail?

Partially addressed mail is a targeted way to reach new customers, even if you don’t have first-party data. Instead of sending mail to specific individuals, you send it to small groups of households within a particular postcode area.

Unlike regular direct mail, which is addressed to one household or person, partially addressed mail goes to groups of relevant households. This makes it a great option for sending things like catalogues or brochures as part of your campaign.

What are the benefits of partially addressed mail?

With increasing concerns over data privacy and the complexities of GDPR, brands are finding it harder to reach new customers. Partially addressed mail is the perfect solution.

Boost your chances of winning new customers with postcode data

Leverage postcode data to maximise your reach. You can either “Top up” postcodes where you already have a strong customer base, or target “Lookalike” postcodes that match the characteristics of your existing customers. Using both methods gives you broad yet precise coverage for maximum campaign impact.

Smart targeting plus the right content can get you real results

You target small groups of about 15 households per postcode, ensuring your message reaches the right people. You can personalise it (e.g., “Dear Fitness Enthusiast”) to boost engagement. With 88% of recipients interacting with the mail and 9% sharing it, your message gets seen and spreads organically.

Great value for money for budget-conscious brands

Partially addressed mail offers incredible value for money. You can reach 30% more households than with fully addressed mail, all while sticking to the same budget.

Drives action and ROI for lasting impact

It's not just about reaching people—it’s about enticing them to act. 26% of recipients of partially addressed mail take commercial actions, such as making a purchase or visiting your website. By including engaging calls to action, like QR codes or special offers, you can encourage even more conversions and brand interactions.

Your brand stays in their home

Unlike digital ads that are often skipped or ignored, partially addressed mail has staying power. On average, recipients keep the mail for a week and revisit it up to four times. This gives your brand multiple opportunities to make an impression and drive action.

How can partially addressed mail can help you achieve your marketing goals?

Achieve stronger ROI

Partially addressed mail offers great value for money. By using geo-targeting like “topping up” or “lookalike” postcodes and suppressing current customers, you’re reaching the highest quality leads, reducing waste and ensuring a solid campaign ROI.

Increase engagement and drive sales

Partially addressed mail drives high engagement, with 88% of recipients interacting with it. Since people often keep and revisit the mail, you have multiple opportunities to spark action. By including offers or QR codes, you can turn that engagement into sales, increasing the likelihood of conversions and helping you hit your sales goals.

Grow brand awareness and stay top of mind

Partially addressed mail reaches 30% more households within your budget and sticks with recipients longer—on average, people keep it for a week and revisit it up to four times, unlike easily skipped digital ads.

How does geo-targeting work?

With partially addressed mail, you can target small, specific groups—like just 15 homes in one area. By using the Postcode Address File (PAF) and matching it with your customer data, you can focus on reaching new people, not just your current customers.

There are two ways to target these new leads: “Topping up,” which means adding new contacts to areas where you already have customers, and “Lookalike” targeting, where you go after areas that have similar characteristics to your current customers. Using both methods together helps you create a focused and effective campaign that delivers better results.

How to create a successful partially addressed mail campaign?

Set clear goals

Define specific objectives for your campaign—whether it’s raising brand awareness, driving sales, or boosting ROI. Use KPIs like response rates, conversions, and overall sales to measure success.

Identify your target audience

Use geo-demographic data to define your target market based on household characteristics, interests, or behaviours. Break down your audience into segments (e.g., “lookalike” postcodes or high-value areas) to ensure you're reaching the most relevant households.

Choose your targeting strategy

Decide between “topping up” areas with your existing customers or using “lookalike” targeting to find new prospects with similar characteristics to your best customers. Or use both to increase your reach and the quality of your leads.

Personalise your content for higher engagement

Tailor your content to the interests of the recipients—whether it’s “Dear Coffee Lover” or “Dear Fitness Enthusiast.” Make sure the mail includes a clear, strong call to action (like a discount or special offer) and that it’s visually appealing to capture attention.

Work with reliable data providers

Partner with a trusted provider to get accurate postcode-level data. Make sure your data is clean and segmented to avoid sending to existing customers and to ensure you're only reaching new prospects.

Design high-impact mail

Choose a format and design that fits your budget and messaging. Make sure the mail piece is well-designed, professional, and error-free. Include a strong, easy-to-understand call to action that encourages recipients to act.

Track and measure results

Monitor how well your campaign is performing by tracking response rates, conversions, and ROI. Use these insights to refine your targeting and content for future campaigns.

Intereted in learning more? Check out our guide to partially addressed mai l