What to Know Before Buying a List for Direct Mail Marketing

Did you know that there are lists of people specifically for direct mail marketing? If you’re looking to buy a marketing list, it’s important to do your research before purchasing one. It might seem convenient in the short term but could end up costing you more money and time in the long-run if not done right. This post will cover what to look out for when researching these list providers, so you don’t waste your money when you purchase a list for direct mail marketing.

1. What is a direct mail marketing list?

All successful direct mail marketing campaigns start with a good targeted marking list.  Mailing lists for direct mail marketing campaigns are typically compiled databases of names, addresses and phone numbers compiled by List brokers based off characteristics of the consumer.  They can be determined by age, incomes, home value and many more demographic characteristics.  All these factors will help you end up with a high-quality distribution list which is key for the success of your campaign.

2. Why buy a direct mail marketing list, and what are the advantages?

By purchasing targeted mailing lists, you help narrow down the universe you are sending to while increasing your chances of getting a higher response.  It’s the best way of targeting the type of prospects you want to do work with in the geographic areas you want to work in.

3. How to choose a reputable company for your direct mail marketing list?

There are hundreds of companies out there that sell lists for direct mail marketing. How do you know which one to choose? We recommend you should find out how far back they do their National Change of Address (NCOA) of the mailing list and how frequently they update those records.  You don’t want to mail to outdated lists or those that don’t provide a CASS or NCOA on a purchase list.  When you are purchasing a demographic list, you’ll want to ask if they offer a guarantee on the accuracy of the list.  Working through your printing company to get a preferred list of vendors for marketing lists is another good way to ensure you are working with a refutable list company.

4. What you should know before buying a direct mail marketing list

If unfamiliar with purchasing mailing lists, you will want to make sure you are asking the right questions before buying.  First, you’ll want to make sure you are getting what you are wanting…residential vs commercial;  Carrier route vs demographic…all very different lists with different costs associated.  Then you’ll want to make sure you find out if you are just renting the list for single usage or if you get the opportunity to use the list multiple times, as both types come with different costs and limitations.  You want to know how long the NCOA and CASS are good for or you could end up sending to an out dated list that won’t be as affective.  Asking the right questions can help you determine if you’ll be reaching the right audience for your direct mail marketing campaign.

5. The benefits of purchasing a direct mail marketing list in your marketing efforts.

Purchasing a new targeted list gives you the opportunity to target new potential prospects and grow your businesses.  More importantly it allows you to target an audience you want to do business with in areas you are trying to attract new customers.

6. Avoid this when buying or using a purchased direct mail marketing list.

When you don’t have a good direct mail list, your campaign can fail before it even starts and costs you hundreds or thousands of dollars.  Make sure any list you purchase is updated and certified.  Avoid any lists or vendors that will not CASS Certify the data they are selling you or provide you with an updated NCOA report.

For more information on marketing with print, pricing, or for help setting up campaigns, we would love to help. Also, if you’re a smaller printing shop looking to sub out some of your existing workloads, we can help with that too.

Whatever your printing or marketing needs are, contact us today. We’re standing by to bring your marketing to life!