The mailing list is one of the most important factors in creating a successful direct marketing campaign. The data list is what ensures your message is getting into the hands of the right audience. An accurate mailing list also ensures you are not wasting postage on bad addresses and/or people that would not be interested in your product or service. The industry standard percentage for returned mail coming back should be no more than 7%. You need to ensure all mailing lists are accurate and updated. Marketing Lists Direct guarantees the highest level of accuracy and 98% or better delivered.
There are several types of accurate mailing lists available. There are business, consumer, residential and specialty mailing lists. All of these databases should include all needed postal paperwork that is required by the post office. All accurate lists should be passed through several postal software programs, including the national change of address and be CASS (Coding Accuracy Support System) to ensure the accuracy of these databases. This allows for the most up to date, complete and accurate marketing databases available in the market today.
The next step is to ensure you are targeting the correct audience with your accurate marketing lists. It is always important to have your list provider to send a report showing exactly what demographics (age, income, home ownership, etc) are being pulled. It is always a good idea to keep this report for your records. It is also always a good practice to receive reports from more than one list provider as a comparison. If the numbers are not fairly close, it should be assumed that one of them is running your reports incorrectly. Always check to make sure your list report was pulled correctly. Be sure the demographics and geography are selected and listed correctly .
In conclusion, always review your list provider’s reports each and every time you purchase your list. Be sure to also ask when the database was last updated. It should be within the last 30 days. Whether it is a specialty list, business or consumer mailing list, they should all be updated. Reputable list brokers will use strict delivery postal codes to ensure the highest level of accuracy. The 7% return rate is industry acceptable standard rate. A high quality mailing provider will guarantee 98% delivered or better, as Marketing List Direct does. In direct mail marketing, the mailing list is the most important tool that gets your message in the hands of the right audience.
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