Introduction
Renting a direct mail list can be a great way to expand your clientele, promote a new offer or service that your company has, or get a useful piece of information distributed to those who would receive it best. Direct mail marketing takes consumers, businesses, or households and categorizes them using different methods, sometimes by income, gender, interests, or by occupation, just to name a few ways, and will then put these groups into lists. The list creator will then advertise their lists online, where consumers will either rent usage of the list from them, or from a list broker. To find out what a list broker does, check out Geon’s article on list managers and list brokers.
After a list has been selected, the mailer places an order through the list manager or broker, and they specify the quantity of names needed, any geographic or demographic info, and any optional selects that they would like to be included. Once a mailing list has been rented, the list manager will then provide the mailer with the list of names, addresses, and other pieces of demographic data, depending on the type of list rented, additional add-ons purchased, etc. Usually, the mailing list is supposed to only be used once and then disposed of.
How do I Choose the Right Mailing List for my Campaign?
There can be a number of variables that impact which mailing list is right for any give campaign. Factors such as budgetary constraints, geographic preferences, and a mailer not having certain demographic needs could impact on a campaign manager’s choice on which mailing list to select.
Selecting a list that has a big enough total count can make sure that the campaign has enough individuals to fill it. As lists get more and more specialized and specific, the overall amount of people that have the list of specifications goes lower and lower. If you’re having a hard time finding a mailing list with the exact specifications that you’re looking for, we’d be happy to help!
How Much Does it Cost to Rent a Mailing List?
The base cost that you might see on a mailing list isn’t the exact cost that you are going to pay. Typically, mailers will have a cost to key code the names, which means assigning a code to every name to track responses and interaction with the mail piece, and running charges, the cost to produce the names. There is also a flat delivery fee, as well as a fee if the mailer needs the names in a rush.
In addition to these fees and costs, additional targeting options, known as segments, can be added to the order. These include active users within a certain time frame, usually a month or a quarter. Finally, there are selects, which are additional demographical data that can be added to the names. This information includes but is not limited to age, gender, lifestyle, and net worth. If you have a question about the cost of an order, your list manager or list broker can help out to answer all questions that you have. If you would like to learn more about the pricing on mailing lists, check out Geon’s article here.
What Does the Mailing List Rental Process Look Like?
- Define your target audience
- Choose a mailing list and any optional selects.
- Place the order through a list broker or list manager.
- Receive the mailing list electronically.
- Use the list according to the rental agreement.
- Dispose of the list upon completion of the campaign.
FAQ
- Q: Once I order a list, can I use it as much as I want?
- A: No, typically lists are to be used once, and then disposed of. There are times when lists are allowed to be reused, though. For information on that, please check out Geon’s article on list reuse here.
- Q: How do I know that the mailing list I’m getting is accurate and up to date?
- A: Mailers have various ways of verifying and checking that the data and information that you’re getting is accurate and up to date. The USPS has features that can be used to scrub and clean the data by removing bad addresses. Check out our articles on the two services the USPS offers, Coding Accuracy Support System (CASS), and National Change of Address (NCOA). Asking your list broker or list manager how often they update their data can be a great way to ensure that the mailing list that you’re getting is the best quality.
- Q: How long does it take to receive a mailing list?
- A: Anytime between a few days and a week or so. The time to receive your ordered mailing list depends on the workload and schedule of the mailing list’s manager. If you have any questions, reaching out to them can help answer your questions.
- Q: Do I receive my mailing list electronically?
- A: Yes, you do. You’ll receive the list in a spreadsheet typically, either a .csv or an Excel spreadsheet (.xlsx) file.
Conclusion
Renting a mailing list doesn’t need to be complicated. Once you understand how the mailing list selection, rental terms, and data preparation processes work together like parts of a giant machine, the process becomes easier to navigate. By ensuring that you choose the correct mailing list, audience, and demographical data, you’re able to maximize your chances of success. Whether this is your first mailing campaign or your fiftieth, understanding the process can help you have most successful campaign possible.