Mailing List Selects

Key Takeaways

• Mailing list selects is a filter that narrows a mailing list’s potential recipients based on specific characteristics.
• Depending on the campaign that is being conducted, selects can make a large difference in the response rate of your campaign, as they can allow you to hone in on a specific audience more easily.

Introduction

Ordering a mailing list involves much more than simply choosing a group of names to send a piece of mail to. One of the best ways that a campaign manager can improve their campaign’s performance is by adding various selects to their rented mailing list. Mailing list selects are a filter that narrows a mailing list’s potential recipients based on specific characteristics. For example, a select that a mailer could add could be the age, income, or hobbies/interest of the individuals on the mailing list.

Selects can be used to make sure that the potential recipients of your mail piece can be as close to your target audience as possible. If you have questions on how to choose your target audience, check out Geon’s article on finding your target audience. While adding one or two selects could add to the overall price of your mailing list order, they could be worth it.

Why do Mailing List Selects Matter?

As mentioned, a select can allow the campaign manager to get the recipients of their mail piece to be as closely aligned to their target audience as possible. As an example, if a mail piece was targeting fans of a specific sport, adding in a select that allowed the advertiser to see precisely who is a fan of said sport could help increase the engagement rate of the campaign, due to eliminating the chance that the mail piece’s recipient would be disinterested in the topic.

What Types of Mailing List Selects Are There?

There are a wide range of selects that are available for campaign managers to choose from. There isn’t an “official” list of selects, as they are going to vary from mailing list to mailing list and from list owner to list owner. Selects are usually going to cover various different types of demographical data. For example, common types of selects cover basic information about the people on the mailing list, such as their age, zip code, gender, and income. Some mailing lists also have selects that would allow someone to target individuals based on their interests; what types of lifestyle they have, what their overall net worth is, and what their hobbies and interests are. Mailing list selects are often priced in units of one thousand, indicated by the roman numeral for one thousand, “M”.

If you’re wondering what the contents are of a specific select on any given mailing list, reach out to the list broker or list manager to get more information. Any reputable list broker or list manager will be able to tell you exactly what information you need. It’s better to ask questions before the list has been rented to ensure that you choose the correct mailing list for your direct mail campaign.

Should I Add Any Mailing List Selects to My Mailing List Order?

There isn’t a definitive yes or no answer to this question. Depending on the campaign that is being run, adding a select or two could significantly boost the engagement rate of the campaign. As mentioned above, if targeting a specific audience based on an age range, geographic area, hobby, or income bracket, then adding the corresponding select could make sure that the correct people get your mail piece.

There are times when adding a select to your mailing list order could add unnecessary cost. If the mailer is running a general campaign that isn’t based on targeting any specific individual, group, or demographic, then adding in a select could just add to the overall cost of your mailing campaign. It’s smart to consider the pros and the cons of adding in a select to your mailing list order, and to choose the selects that are going to help find your ideal customer.

Why do Some Mailing List Selects Cost More than Others?

Some information on mailing lists is more valuable than others. Some demographic data is more difficult or expensive to collect and verify than others. Due to this, a list manager might charge more for one select when compared to another. If you have any questions on the pricing of a select, terms of a mailing list, or anything else, contact your list broker or list manager.

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 selects 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 select 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. Learn more about mailing list segments and the purpose they serve here.
    • Mailing list selects filter consumers based on demographic or behavioral characteristics, such as age, purchasing habits, hobbies, income, and net worth.

Conclusion

A select on a mailing list could be the key to ensuring that your direct mail campaign runs as successfully as possible. By understanding what they are, why they exist, and when to use them, a campaign manager can ensure that the correct people are getting the correct mail piece at the correct time. If you’re unsure about what selects are right for your direct mail campaign, Geon can help with identifying the audience that is most likely to respond to your mail piece while avoiding unnecessary costs.