
Partially addressed mail: Find new customers the smart way
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
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.
Mail makes them feel really special, like the brand's made some effort.
With mail you're not fighting for 4 seconds of attention, that can then just be scrolled past.