Key Takeaways

• Mailing lists are sets of data that helps mailers distinguish between who the best audience will be.
• Lists are usually intended for one-time use.
• Depending on the campaign that is being used, different mailing lists are going to be better than others.

Introduction

Mailing lists are collections of individuals or businesses that share one or more common characteristics, for example income, gender, purchasing behavior, or age.

Mailing lists exist because most businesses don’t know who their ideal target audience actually are. Rather than advertising to everyone, businesses can rent access to carefully targeted audiences that are more likely to be interested in a specific product, service, or industry.

Mailing lists come in all shapes and sizes. Mailing lists don’t come in a “one-size-fits-all” package. What could work for one campaign might not work for another.

Depending on the mail piece, offer, and target audience, it can be difficult to choose the correct list. After all, the mailing list that is chosen could be just as, if not more important than the actual offer itself.

What is a Mailing List?

A mailing list is a collection of compiled an individual or business, including but not limited to contact information, demographical data, hobbies, interests, and more. A mailing list is typically organized around a common characteristic or marketing theme. The list manager then identifies everyone within the available data who meets the criteria for that list. Most mailing lists contain information about individuals, although some are built around businesses or organizations, depending on the intended audience.

Why do Mailing Lists Matter?

Even the best-designed mail piece is unlikely to succeed if it reaches the wrong audience. Selecting the right mailing list is one of the most important decisions in any direct mail campaign. It’s important to read the descriptions of the lists, and selecting the list that has the most in common with your offer in order to get the most engagement. If a good mailing list is selected, the amount of engagement that the mail piece gets will be increased. For example, an avid gardener may have little interest in a mailing piece that they get about a new investment opportunity, just as an active stock investor may not care about a lawn care product. Matching the audience to the offer is one of the most important factors in conducting a successful direct mail campaign. In addition, the mailer is paying much less than they would be for unnecessary postage and a poor engagement with the mail piece.

FAQ

• Q: Are mailing lists reusable?
  • A: Typically, a list can only be used once but could be reused if the mailing list allows it.
• Q: Where does the mailing list’s total counts come from?
  • A: Mailing lists typically come from ideas that list managers have, and the count then comes from a total number of people that have the desired demographic similarities.
• Q: How often are mailing lists updated?
  • A: Typically, a mailing list is going to be updated either every month, or every quarter, depending on the list manager and list.
• Q: How much does it cost to use a mailing list?
  • A: Pricing varies depending on the mailing list and its terms. Many consumer mailing lists begin at approximately $100 per thousand names (CPM), although highly specialized or premium lists may cost more.
• Q: What do I do if I can’t find a mailing list that fits my specifications for my target demographic?
  • A: If you’re unable to find a mailing list that matches your target audience of the campaign, a list broker is often able to recommend an alternative or build a custom list using data sources that they’ve obtained. Need help? Contact Geon Media.

Conclusion

A well-thought-out mailing list is the foundation of a successful direct mail campaign.  By choosing the mailing list that matches your mail piece, you’re able to maximize your chances of a successful campaign, as well as reducing unnecessary costs.