What Are Mailing List Segments?

Key Takeaways

• Mailing list segments help to refine a rented mailing list by adding data such as hotlines, consumer recency information, and/or additional consumer contact methods.
• Choosing the right mailing list segments for your direct mailing campaign can allow a campaign manager to improve their overall data quality and campaign performance while helping them reach more qualified prospects.

Introduction

Even after you’ve chosen your desired mailing list, you may still have options that can help to improve the quality of the names that you’ll receive. Mailing list segments can allow campaign managers to refine their mailing list orders by including activity within a defined period, additional contact information, or other data enhancements that might better fit their overall campaign goals.

Using mailing list segments can be used in conjunction with other demographic information to ensure that you are targeting your target audience as accurately as possible. If you have any concerns regarding finding your target audience, read up on Geon’s article on finding your target audience here. Adding one or two segments to your mailing list rental order will add an additional cost but could be worth it.

What Are Mailing List Segments?

Mailing list segments are optional enhancements that can refine the names that are included when you rent a mailing list. In any given mailing list, there are going to be names within it that are not accurate. This isn’t a blight on a mailing list owner, as there will always be bad data, due to inaccurate contact information, or someone not fitting a targeted demographic anymore, which could be due to one of several reasons. As such, mailing list segments can help to ensure that you get the most accurate information possible.

One of the most common mailing list segments are active consumers in a given time frame, called a “hotline”. As an example, if ordering a mailing list on individuals who enjoy video games, someone who purchased a video game ten years ago might not be an active gamer. Adding a one-month hotline to your order would mean that the names on that list would have purchased a video game much more recently, making is significantly more likely that they’re still interested in gaming. For interest-based mailing lists like the one in this example, one of the biggest reasons that someone might not be in your target audience anymore is that they simply aren’t interested in the hobby anymore. So, if the campaign manager adds a one-month hotline to their order, they can ensure that the names that they’re going to receive are interested in the industry still.

What Types of Mailing List Segments Are There?

As mentioned, hotlines are one of the biggest types of mailing list segments that you will find. Another major type of segment that you will find is additional contact information for the consumer. Depending on the mailing list that you order off of, you might receive contact information in the form of a mailing address, phone number, and/or email address. A segment containing other forms of contact information could be offered, depending on the mailing list. Lastly, the you’ll usually see the base price of the mailing list, known as the total universe. Mailing list segments are often priced in units of one thousand, abbreviated using units “M”, which is the roman numeral for one thousand.

Should I Add Any Segments to My Mailing List Order?

There isn’t a “one-size-fits-all” way to determine whether or not a certain segment would be a good idea for your direct mail campaign. Whether a certain segment should be added should be addressed on a case-by-case basis. It’s a pretty good rule of thumb that, as you add more criteria for your target customer, you should add more segments to ensure that the consumers that are listed in your rented mailing list are who you think they are.

There are times when adding a segment could just incur additional costs at no real benefit to the mailer. If the mailing list campaign is targeting a general part of the overall population with no real benefit to any one person receiving it, then adding a hotline or other similar segment could be useless. If you’re wondering what the contents are of a select that you might be unfamiliar with, or if you should add a certain segment to your mailing list order, reach out to your list broker or list manager, and they will be able to provide you with the information that you need to make an informed decision.

Why Do Some Segments Cost More than Others?

Some of the information that is on a mailing list is going to be more valuable than others. Some segments require additional processing or include data that is more valuable, such as recently updated contact information, which then results in a higher price. If you have any questions regarding the pricing of a segment, contact your list broker or list manager, and they can help explain things further.

FAQ

• Q: Is it legal to have this information on the contents of a mailing list?
  • A: Yes, all of the information that comes from a mailing list that is owned by a reputable list manager, or list broker comes from legitimately sourced information that is legal to be in possession of. Learn more about the legality of mailing lists here.
• Q: Do I own the data on the mailing list after I receive it from the list manager?
  • A: No, you don’t own the data that is on the mailing list. The mailing list’s data is the property of the mailing list manager and using it more than what your rental agreement terms allow for could be in violation of the contract. If you would like to learn more about mailing list reuse or how mailing list managers are able to ensure that mailing list agreements aren’t broken, Geon has articles on mailing list reuse and seed names.
• Q: Can I use more than one type of mailing list segments on my mailing list?
  • A: Yes! Depending on the type of mailing campaign that is being conducted, there could be a good reason to use more than one segment to ensure that your mail piece is going to your ideal customer as precisely as possible.
• Q: What are the differences between mailing list segments and mailing list selects?
  • A: There are a few distinct differences between mailing list segments and mailing list selects.
    • Mailing list segments are going to refine the quality of names that you receive with your mailing list order, such as recent buyers (hotlines), and additional contact information.
    • Mailing list selects filter consumers based on demographic or behavioral characteristics, such as age, purchasing habits, hobbies, income, and net worth. Learn more about mailing list selects and the purpose that they serve here.

Conclusion

Having a solid selection of segments could be the key to ensuring that your direct mail campaign is as successful as possible. By having a strong understanding of what mailing list segments are, when to utilize them, and which segments to use, a campaign manager can ensure that the correct people receive the right mail piece. If you’re unsure of what segments are right for your direct mail campaign, Geon can help with identifying the options that fit your campaign goals, while avoiding any unnecessary costs.