Why do we mail low income carrier routes? – How do we set the bar?
We need to make sure we keep the selection of routes within the 0 – 1.5 or 2 mile radius to ensure we get good response. Sometimes we mail into lower income areas that look like bad areas on paper, but overall the income is a median income, meaning 50% of the people are below and 50% are above the stated income number on the demo report.
The highest income people in these routes come to the best shop in the area and become loyal customers because many people do not advertise in these areas as a result of the perceived low income level.
We can review the demos and make sure nothing below $35k is selected as long as there are enough other routes to select within close proximity of the store. My only fear is that we have a store that is located in a low income area where everyone is $20k – $35k around their store, but 1-2 miles out the incomes go to $40k – $60k. We then bypass the neighborhoods around the store and reach further into the better communities hoping these higher income customers will come into the lower income area where the store is located.
This typically has a low positive result because people will not drive into lower income areas. The further you get away from the store, the store is no longer the most convenient and faces more competitors pursuing these customers that might be closer to their shop.