Postalytics has integrated direct mail list purchasing into its app, allowing users to purchase and download high-quality mailing lists for US addresses without leaving the platform. How to Acquire Mailing Lists for Direct Mail Marketing Learn how to nurture B2B leads with direct mail. Your business mailing list needs to be targeted enough to get your message to the right people. This makes the selection of a business mailing list that much more important.Įven if a company desperately needs a new accounting system, a direct mail package needs to get the Chief Financial Officer (maybe even the CEO) - not to the marketing or human resources department. Investment or financial advisor-seeking leads won’t find much success in non-affluent areas.Īnd for business-to-business marketing, you don’t only need to reach the right business but the right role within that business at the right level of decision-making authority.An office cleaning company may enjoy a similar reputation but won’t generate much response if the company is sending mail to homeowners.A plumbing company may have a great reputation for excellent service at a reasonable cost, but if they mail to renters, they’re reaching the wrong people.Addition By SubtractionĬertainly, you want to mail to the right people - whether to make a sale, offer a discount, generate leads for further follow up, or meet another marketing objective - but it’s equally important to avoid mailing to the wrong audience. By eliminating segments that don’t perform as well, you can reduce your overall costs and decrease your cost per response. Because you can select many of these attributes from a mailing list, you can discover which ones perform better and target those specific segments more precisely. Select List Attributes & Test Segmentsįor every mailing list there are likely specific segments that are more likely to respond than others. From lists compiled from public records to more refined lists that reflect interest and purchase behavior, marketers have access to a wide variety of services that can build highly targeted mailing lists. Whether targeting consumers or businesses, you have thousands of excellent direct mailing lists to choose from. Who should receive your mailing? Who shouldn’t ? ![]() Why throw all your eggs in one basket? Given that direct mail offers an excellent testing environment, that’s a missed opportunity. Yet many marketers don’t even bother testing address lists at all. If 40 percent of your success indeed depends on the mailing list you select, it’s essential to do all you can to not only select the right direct mailing list, but refine it so that you can target individual segments with more precise messaging.Įven the best of offers can perform poorly if the mailing is sent to the wrong people. The 40-40-20 Rule of Direct Mailing Listsĭecades ago, legendary direct marketing expert Edward Mayer defined the “40-40-20 rule” for direct marketing, pointing out that successful performance is based:
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