Sending direct mail to people who won’t care about what you’re offering is probably not a good idea. In fact, the Direct Marketing Association estimates that around 22 million pieces of direct mail are sent to prisoners or the deceased each year.
Clearly, obtaining the right lists of people is essential to a successful direct mail campaign. We work with a list broker who can help you specify your search based on criteria like:
• Age
• Income bracket
• Interests
• Hobbies
• Marital status
This gives you a better idea of who might be interested in your direct mail campaign, and it also ensures that you get a high-quality, targeted list.
Choose the Right Type of Mailing List
Having an accurate choice of mailing list will have your most valued leads. The more cautious you are in choosing and evaluating it, better the possibilities of success. If you are unsure about which one to opt for, here’s a checklist that you can consider:
- Response List: It contains information about those who have replied to an offer in some way.
- Cloned List: Helps you find prospects that are identical to your best and existing customers.
- Customized List: Helps you choose the consumer criteria that meet your requirements.
In some cases, you may simply want to market to existing customers. Providing a lifetime of value is important no matter what business you’re in. Perhaps you have an upgraded product or service that you can now offer to existing customers. It’s always a good idea to add in a few personal touches. For instance, you can research which customers have purchased which items and offer an upgraded item in the direct mailer.
In any event, direct mailing is clearly not dead. Direct Mail can be one of the most effective means for reaching your customers. It really depends on your content, your list, and, of course, the products and services you have to offer.
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