A key factor in conducting a profitable direct mail campaign is using targeted mailing lists. running campaigns to targeted audiences increases the possibility of generating new leads and securing new sales to in turn produce a profit. In order for these targeted mailing lists to work effectively though, you have to consider one other key factor: using updated lists for your direct mail campaigns.
Direct Mail Campaign Lists must be Current and Cleansed!
One of the largest mistakes you can make while running a direct mail campaign is using a out-of-date mailing list.
In today’s market, it’s almost expected that people’s jobs change almost as often as people move. As a result, this could mean for you that if you purchased a list 6 months ago and plan to mail on that same list again, 10% of that data could be inaccurate now(assuming that it was current when you purchased it).
Just think about all the wasted time and effort that went into the making of those mailers. It’s painful, right?
Not only is it time and effort wasted but lets not forget about all of the printed costs, postcard costs, postage costs, design costs…. we could keep going on but I think you get the picture.
Fortunately, there are several simple steps you can take to avoid this pitfall and save your companies money:
- Choose a company that prides itself on the currency of its direct mail campaign mailing lists.
- Use marketing list services that present you with a fresh and exclusive list when you purchase.
- Never – and we repeat, never – use a list more than 3 months old.
Along with the difficulties presented by outdated lists are the mass quantity of problems presented by incorrect address info.
Bad addresses add up quickly and potentially become very costly mistakes! A simple mistake in an abbreviation can make it rather difficult for delivery services to read and decipher the correct address. Or a tiny flaw can prove to be problematic when your “8” looks like a “3” in the address line.
This can be the difference between your successful mailing campaigns, vs. your mailers being lost forever in the black hole of un-deliverable mail.
But wait! I have a solution for this!(-cheesy tag line insert)One way is to pay for an address maintenance service.
However, If you don’t already have this problem, its probably easier to just avoid it all together, so take the extra time initially to purchase a direct mail marketing list only from reputable companies that are sticklers for quality.
Why It’s Important to use Updated Direct Mail Marketing Lists
there are multiple marketing lists for sale out there, and as with anything else, it’s a good idea to research the credibility of the vendors you are looking at purchasing from.
You wouldn’t purchase a car without first looking up reviews on that car to make sure it will be a good, reliable car and dealership, right?
Put in the extra time and effort and look for feedback that describes return rates on marketing lists similar to your own to make sure the investment will be worth it on your end!