The most important element in a direct mail campaign is the mailing list. Although all the different components of a direct mailing campaign are equally important, the mailing list makes the biggest impact on its ultimate performance.
A reliable direct mail marketing company like ours 
will give you the opportunity to yield significantly better results than an inappropriately targeted list. Here are a few steps you should follow to find the right mailing list:
#1 – To buy or to DIY?
You mainly have two different options when compiling a list for your campaigns: You can either purchase a list from a service provider or compile a list based on your prospects and customers. Although the cheaper way to go is option 2, it can certainly take a lot of time and effort to compile a large list. Option 1 doesn’t require you to put in much effort. However, it does require a larger investment.
The best option ultimately depends on your business marketing needs.
#2 – Identify prospects
Marketing is not really about convincing people, it is more about identifying the right people. An effective marketing strategy identifies people who desire your products and presents them with an appealing offer from which they can benefit. In reality, there isn’t much convincing involved. Prospects should immediately be able to identify why they should choose your business over competitors. Targeting prospects that already have a vested interest in what you sell gives you an edge before you even begin.
#3 – Identify the list type
There are mainly 5 types of mailing lists:
- The house list: This list is made by you or a relevant individual at your office. It is made up of past and current customers, along with anyone who has ever contacted your business. House lists prove to be effective as they include warm prospects who already have some interest in your business.
- Response list: This list is made up of people who have responded to businesses similar to yours. You can
get these lists from private list companies or direct mail marketing companies. - Targeted demographics: This list is made up of anyone whom you want to target. These lists target prospects using demographic variables like age, gender, location and income.
- Opt-in list: These are among the most ideal lists as individuals ask to be listed in them. This list can be more expensive, but can generate a significant ROI.
- Segmented list: A segmented list is a demographic list but highly targeted. These lists target prospects using highly specific data like saving and spending habits.
Using these steps you can identify the needs and preferences of your organization to eventually find the right direct mailing list. You can also partner with us at Mellady Direct, one of the leading direct marketing companies, for mailing lists that are specifically compiled while keeping your business needs in mind! Get in touch with us today to learn more about how we can help you develop the ideal list for your direct mail campaign.
