Mastering Your Mailing List: The Key to Effective Direct Mail
When it comes to direct mail campaigns, whether you’re reaching out to new prospects or existing customers, your mailing list is a valuable asset. It’s so much more than just a collection of names and addresses; it’s a curated audience that can make or break your campaign. Let’s delve into the characteristics of a top-notch mailing list and how to manage it for maximum impact.
- The Power of Up-to-Date Information
Your mailing list is a living, breathing entity – just like your personal address book or the contact list on your phone. It needs regular attention and updates. When a friend moves, you update their address, right? The same principle applies to your mailing list. A good list contains your audience’s current contact information.
Pro Tip: Implementing a system for regular list cleaning and updates will help ensure that your messages reach their intended recipients. For example, do not toss returned mail into the recycle bin. If a mail piece is returned Undeliverable As Addressed, get the new address and update the list, mark the record as unmailable, or delete the record entirely.
- Renting vs. Buying: Choose Wisely
When expanding your reach, you might consider renting or buying lists. The options can be overwhelming, but there are a few key things to remember:
-
- Consumer lists target individuals based on demographics and past purchases.
- Property lists focus on property and property owner characteristics.
- New Mover and New Homeowner lists focus on consumers who have bought homes or moved in the recent past.
- Renting lists offers a one-time use or multiple uses.
- Buying lists gives you ownership of the data.
It’s crucial to choose the right type of list based on your specific campaign goals and budget. For example, a home renovation company would want to mail to homeowners – they would not benefit from sending a postcard to someone in a rental.
- The Reality of Returns
Even the most carefully crafted mailing list will experience some undeliverable mail. Returns are inevitable due to factors like address changes and incorrect data. Mailing lists become out of date very, very quickly, generating undeliverable as addressed returns. You can learn more about some reasons mail is returned in our Knowledge Base.
It is critical to use a direct mail partner who will CASS and NCOA your list. CASS (Coding Accuracy Support System) confirms addresses are deliverable. NCOA (National Change of Address) looks for active change of address records on file for the recipients on your list. If a match is made, NCOALink (National Change of Address Link) can correct the address before it is printed on a mail piece. Use of these systems will reduce returned and forwarded mail for you.
- Respecting Preferences with Suppression Files
It’s critical to respect the preferences of your audience.
Suppression files are lists of individuals who have opted out of receiving your mail or emails. Using these files is not just a courtesy; it’s becoming the law in some localities. By honoring opt out preferences, you’ll improve your campaign results, build a stronger reputation, and stay out of trouble.
Click2Mail: Your Mailing List Experts
At Click2Mail, we understand the intricacies of mailing lists. We’re here to help you navigate the process, optimize your lists, and achieve successful direct mail campaigns. Visit the list section of our Knowledge Base for more information or start a conversation with our support team.
Key Takeaways:
- Maintain a clean and updated mailing list.
- Research and choose the right type of list for your needs.
- Expect and manage returns.
- Respect your audience’s preferences.
With these tips and the support of Click2Mail, you’ll be well on your way to direct mail success!
