Partially addressed mail: Find new customers the smart way

Partially addressed mail uses postcode data to help you find your perfect customer. Expand your reach, fuel strong growth and ultimately improve your return on investment (ROI).

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Guide

Get started with partially addressed mail

A targeted way to reach new customers, even without first party data

Partially Addressed Mail lets you target potential customers without needing personal data. Instead of mailing individual recipients, you reach lookalike groups of households in specific postcode areas using geo-demographic targeting.

Rather than addressing a single person, you speak to relevant households—e.g. “Dear fitness enthusiast”—helping your brand connect meaningfully with the right audience. It’s a smart, cost-effective way to grow your customer base—ideal for prospecting when first-party data is limited.

How does geo-targeting work?

With partially addressed mail, you can get really targeted—like just 15 houses in one area. Use the Postcode Address File (PAF) alongside your customer data to find fresh prospects. There are two smart ways to find these new prospects.

First, "topping up"—basically filling in the gaps by finding more people in areas where you already have customers. Then there's "lookalike" targeting, where you find areas that look similar to where your best customers live.

Combining both methods helps you create a focused and effective campaign that drives better results.

Partially addressed mail

Proof? We've got plenty

26%

of recipients take a commercial action

99%

of mail is given undivided attention

88%

of partially addressed mail is engaged with

30%

reach over 30% more households for the same cost as direct mail

52%

campaigns with mail in the mix are 52% more likely to report positive ROI beneifts

71%

completely trust the customer mail they receive

Don't just take our word for it

Partially addressed mail fills that middle gap. It mopped up the areas that we couldn’t get to with direct mail. With door drops you identify what postal regions will work for you. With partially addressed mail the benefits are that you can really hone in at a granular level on the streets more likely to respond and those areas where you don’t already have an individual relationship. It is a great filler.

Karen Pierre

Marketing Manager – Donor Recruitment, RSPCA

Mail makes them feel really special, like the brand's made some effort.

Dino Myers-Lamptey

Founder of The Barber Shop

With mail you're not fighting for 4 seconds of attention, that can then just be scrolled past.

Nishma Patel Robb

Founder and CEO of The Glittersphere

Benefits of using 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.

Discover new audiences the smart way

Partially addressed mail helps you reach lookalike audiences—people who share similar traits to your existing customers—so your message lands where it's most likely to resonate. That means greater standout, stronger engagement, and a better chance of converting high-potential prospects

Maximise reach with postcode data

Target postcodes using data strategically to expand your customer base. “Top up” postcodes where you already have strong engagement or find “Lookalike” areas with similar consumer traits. Using both gives broad yet precise coverage for maximum impact.

Smart targeting, real results

Reach small postcode groups (about 15 households) with personalised messaging—like “Dear Fitness Enthusiast”—to boost engagement. With 88% of recipients interacting and 9% sharing, your message gets seen and spreads organically

Cost-effective for budget-conscious brands

Get up to 30% more reach than fully addressed direct mail helping you stay within budget.

Drive action and lasting ROI

26% of recipients take commercial actions, like making purchases or visiting your site. Add QR codes or special offers to increase conversions.

Your brand stays in their home

Unlike digital ads, partially addressed mail sticks around—kept for a week and revisited up to four times, giving multiple opportunities to leave a lasting impression.