Your marketing campaign is only as good as the list you send it to. Whether postal, email, or telemarketing, high response is directly linked to the list you purchase.
You can have the most amazing offer, but if it goes to the wrong list, you will not get a return on your investment. The right list, on the other hand, will increase response. True, outstanding copy and design might pull double the response of a poorly conceived marketing piece. But a good direct mail list can out-pull a weak list by a ratio of 10:1.
Our goal is to make sure you get those higher response rates. Whether this is your first direct mail campaign or you’re a seasoned pro, we’ll take the time to educate you on all of the list options available.
Types of direct mail lists defined
Marketers today have many options when choosing a direct mail marketing list—the choices can be overwhelming. We aim to make that choice easier! The type of direct mail list you need to use depends on the goal of your campaign—whether you want to find new customers or retain old ones. There are eight basic types of lists:
- House File
An in-house list usually contains customers—people who have bought from you—and prospects—people who have inquired, but not bought. You manage the data on this list.
- Compiled Data Lists
These lists are people or businesses compiled from published sources, such as phone books and tax records. They are good for general, mass mailings.
- Direct Response Lists
These are lists of people who have purchased specific types of products or services. They’re typically compiled from catalogs, subscriptions, and memberships. These lists are good for narrowing in on people with specific interests.
- Attendee/Membership/Seminar Lists
These lists contain individuals who have attended a specific trade show or industry event, belonged to an industry association, or paid for seminar participation. These are good B2B response type lists.
- Subscription Lists
These are some of the best and largest lists on the market. Two types of subscription lists exist: controlled circulation and paid circulation. Controlled circulation lists are typically from industry-based publications distributed only to qualifying readers. Paid circulation lists include people who have opted to receive a publication by subscribing to it. These lists are good for identifying people with specific interests.
- Donor Lists
Used primarily by fundraisers, these lists contain the names of people who have contributed money to charities and non-profit organizations.
- Credit Card Holder Lists
These names are useful because your know the prospects can respond to your offer using a credit card, which is especially useful if you’re selling a product in your mailing.
- Merged Database Lists
This type of list simplifies selection because merging lists eliminates duplicate names and offers the remaining names as a single master unduplicated list—providing a cleaner list for you.
Which list is right for your campaign depends on your goals. If you want to reach your past customers, your house list will be great. If you want to grow your pool of new prospects, a subscription list is worth considering. At the end of the day, the success of any marketing effort hinges on the quality of the mailing list. If you need help deciding which list will help you reach your goals contact us today.