When planning a direct mail campaign, most marketers focus on the fun parts: a clever idea and a great-looking postcard. But even the most compelling offer won’t work if it doesn’t reach the right people. Your mailing list determines whether your campaign succeeds or fails.
To get real results, start with a clear audience, defined goals, and accurate data. Here’s how to build or find a list that delivers.
Option 1: Use Your House List
Your house list is a goldmine. It includes current customers, past clients, and prospects who’ve shown interest but haven’t converted yet.
Segment this list by demographics, such as age, gender, or income, or by past behavior. Doing so helps you send messages that match their needs. If you sell to other businesses, you can also pull data from verified online directories to expand your reach.
Option 2: Buy or Rent a Mailing List
If you don’t have a house list or want to target new audiences, consider buying or renting one. Be selective. Not all list providers are equal. Choose a partner who understands your industry and can supply accurate, targeted data that fits your campaign goals.
What to Look For in a Mailing List Provider
Transparency
Work with a provider that explains where their data comes from. Lists can come from public records, magazine subscriptions, mortgage databases, or trade associations. You should know exactly how the list was compiled and whether the data supports your campaign’s purpose.
Popularity
A list that performs well for others in your industry may or may not work for you. If too many companies use the same list, recipients could receive similar offers and tune out. Ask your provider who else has used the list recently before committing.
Cleanliness
An outdated list wastes money. Confirm how often your provider updates and verifies their data. Monthly updates are ideal to remove incorrect addresses and ensure accuracy.
A clean, relevant list is the foundation of every successful direct mail campaign. When you take time to build or select the right one, your message lands where it matters most, in the hands of people ready to respond.
Want to reach new movers before your competitors do? Check out our post on new-mover marketing.
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Talk to our direct mail experts to find your ideal audience and build a mailing list that delivers real results. Contact us today.
