Ins and Outs of Using Mailing Lists

18 Aug

The key to a successful marketing campaign is getting your message to the right people. How do you expand the number of people you’re contacting or reach out to an entirely new market? One option is to use a mailing list generated by a list company.

General Mailing List Guidelines

Geographical Area: When you buy a mailing list, the first thing you want to do is to define the geographical area you wish to target. Targeted mailing lists are proven to increase response rates. Define your direct mailing list by state, county, city, SCF, zip codes, or even by radius.

Demographics: Think targeted marketing when determining which demographics to use for your mailing list. Who are your best customers? A direct mailing list performs better when you target your prospects based on the demographics of your current customers. Define your mailing list by age, income, gender, length of residence, interests, memberships, and any other attributes desirable to your campaign.

Append Telephone Numbers: In today’s world of multi-channel marketing, consider adding phone numbers to the list. You will pay more but you will have another way to reach your target audience.

Pricing & Method of Delivery: The demographics you choose usually determine your pricing. Once you make your purchase, most companies offer several methods of retrieving the mailing list: 1) a downloadable file directly from your account with the list company; 2)  a file sent via email; 3) files sent on a CD; or 4) printed labels. Pricing may vary by method chosen.

Companies providing mailing lists are a dime a dozen. What differentiates one company mailinglistfrom another? These are a few things you will want to consider when looking at mailing list sources:

Accuracy: How new is the list? Has it been recently refreshed? Does the company offer a guaranteed percentage of deliverable addresses?

Price: Pricing varies by provider. Price shouldn’t be the only consideration, however, as an old list that hasn’t been refreshed in years won’t provide good results.

Type of List: Are you looking for a residential or business list? Consumer? Educational? Companies may specialize in the type of lists they provide.

Usage: Is the list a one-time use only list, or can you use it as many times as you want within a specified time period? Make sure you understand the terms of the list usage before making your purchase.

With so many list companies to choose from, how do you know which company to use? At Mediascope, we have developed relationships with a few key providers based on their service, prices, and accuracy of mailing lists. Contact us at 507-452-5555 and we will gladly help you find the right list for your next mailing project.

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2 Responses to “Ins and Outs of Using Mailing Lists”

Trackbacks/Pingbacks

  1. Variable Data and Push vs. Pull Marketing | Mediascope, Inc. - August 26, 2015

    […] of potential customers within its geographic area (see last week’s blog on the Ins and Out of Using Mailing Lists)  and push advertising about the latest car models to them through a direct mailing. For example, […]

  2. Benefits of Variable Data Printing | Mediascope, Inc. - September 10, 2015

    […] Over the last several weeks, we have talked about Variable Data Printing (VDP). We have looked at list usage, types of VDP, and how VDP impacts marketing. Now it is time to wrap it all up and examine the […]

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