Best Practices for How to Get a Direct Mail List
A well-executed direct mail campaign can be a game changer in driving sales and extending your brand’s reach. That’s why a direct mail mailing list is one of the most powerful tools in your marketing mix.
Direct mail lists come from a variety of sources, depending on your target audience, budget and campaign goals. If you’re new to integrating direct mail into your marketing, creating or obtaining a mailing list can be challenging.
It all comes down to data
Historically, mailing lists included names, addresses, and contact information of customers. Today, they also encompass customer demographics, shopping behaviors, purchase history, and lifestyle preferences.
This information not only enables brands to craft personalized offers but also allows for segmentation and targeted marketing strategies, as opposed to a “spray and pray” approach.
Components of direct mail lists often incorporate a mix of the following:
- First-party data. These in-house mailing lists include prospects who have interacted with your brand, such as signing up for your newsletter or visiting your website, but haven’t purchased yet.
- Second-party data. Also known as direct response lists, these direct mail lists are comprised of actual buyers of products or services similar to your brand’s. They are typically purchased lists, providing valuable information for campaign planning.
- Compiled, third-party data. These purchased lists are a collection of compiled data from various sources. This data may complement existing lists by offering additional demographic and behavioral insights.
Best practices: Building or buying?
A direct mail list can make or break your direct mail marketing campaign. But there’s no one-size-fits-all approach to getting your hands on a suitable mailing list.
If you have abundant customer data on file already — or are willing to put in the work to acquire it — creating your own list in-house can be a cost-savvy way to lay the foundation for your campaigns. It’s also typically going to be the best option for better conversion and engagement compared to second and third-party lists. This is because your in-home list has already been “warmed up” since these prospects are familiar with your brand.
Keep in mind, there’s no shortage of reputable direct mail list vendors to help kick off your direct mail campaign. Regardless of which avenue you choose, here are some best practices to ensure optimal results.
- Identify your audience(s). Who’s your target market and what are their preferences? Who are you trying to reach?
The first step in creating or acquiring a direct mail list is identifying your ideal customers. Begin by creating buyer personas that outline the demographics, interests, needs and pain points of these audiences.
Success in direct mail marketing depends on delivering the right message to the right people at the right time. Defining target audiences upfront ensures your mailing lists contain high-quality leads that are more likely to convert.
- Utilize multiple data sources. If you’re building your own list, use data from your CRM, sign-up forms, or marketing automation platform. Then enhance this data by collecting new contact information through various methods and channels.
For example, capture their personal info through your website by offering a newsletter or exclusive content in exchange for sign-ups. Gather mailing addresses through in-store sign-up forms or events where potential customers can provide their contact details. Attending or hosting networking events and community gatherings provides valuable opportunities to make connections and build a direct mail list organically.
Another effective avenue? Leverage your media platform. You can run targeted ads on Facebook or LinkedIn to reach users who match your ideal customer profile. And by directing them to a landing page where they can sign up for your mailing list, you can grow your contact database with qualified leads.
And lastly, research data enrichment tools like Zoom Info or Clearbit that can help fill in the missing gaps of data in your mailing lists.
Remember, contact information should be accurate. To make maintain deliverability and engagement rates, regularly delete invalid details.
>>Related: Advanced Data Segmentation: More Meaningful Marketing, Real Results<<
- Research different direct mail list service providers. Many companies sell pre-verified, targeted mailing lists based on criteria like demographics, interests, and purchasing behavior.
You can purchase direct mail lists targeting new movers, parents of school-age children, high net worth individuals, frequent travelers, and more, helping you reach buyers you might not find otherwise
- Conduct careful due diligence. Look for mailing list providers that have a solid reputation in your particular industry, provide accurate and up-to-date contact information, and offer competitive pricing.
Consider whether the mailing list service specializes in certain industries or demographics that match your target audience. Direct mail lists are typically categorized into three main segments: consumer mailing lists, occupant mailing lists and business mailing lists. Each of these segments offers unique targeting options and benefits.
A consumer mailing list connects your children’s clothing chain with parents, while an occupant mailing list promotes your physical therapy office to the neighborhood.
After narrowing your options, contact mailing list providers for more information and request sample data to ensure contact quality.
Remember, the success of your direct mailing campaign hinges on the quality of your mailing data, so don’t settle.
- Ask questions. You don’t know what you don’t know, so arm yourself with questions to ask potential providers to ensure they align with your objectives. For example:
- May I get in touch with an existing customer?
- Do I get exclusivity on mailing lists?
- How were your lists sourced?
- When were your lists last updated?
When acquiring a direct mail list, research and choose a reputable provider that follows data privacy regulations to avoid wasting resources on outdated contacts. This will reduce the likelihood of huge headaches and hefty penalties down the road.
Choosing the right mailing list partner can boost the success of your direct mail marketing and help you achieve your goals.
- Determine if you’re buying or renting. Direct mail lists can be acquired from either compilers or list brokers. What’s the difference? Compilers build the actual databases from which direct mailing lists are pulled, whereas brokers assist you in acquiring lists from various sources.
Depending on your budget and needs, you can choose to either purchase a direct mail list outright or rent it for limited use.
Renting is the most common way to acquire a list. You generally pay a fee for either one-time access or unlimited access over a specified period of time. If you decide to rent the mailing list, ensure your abiding by the rental agreement, using contacts only for the stipulated purpose.
On the other hand, buying a direct mail list requires an upfront investment, allowing you to leverage the list on an unlimited basis.
Whether you purchase or rent your mailing list, make sure to keep it updated and clean. Regularly scrubbing your list for duplicates and outdated contacts will help improve your campaign’s effectiveness and return on investment (ROI).
- Segment your list. To personalize messaging and increase engagement, list segmentation is critical. Segmentation allows you to tailor your content to specific groups within your target audience, increasing the relevancy of your campaign.
Consider segmenting your mailing list based on demographics, interests, purchasing behavior or any other criteria that will help you better connect with your audience. Send personalized messages to different segments of your mailing list to boost open rates, click-through rates, and ultimately, conversions.
- Track and analyze results. The campaign launch is just the beginning. How well are your lists working? Use tracking tools like personalized URLs (PURLs) and QR codes to monitor key metrics, such as open rates, conversions, and ROI, to identify responsive recipients of your direct mail. You can use this data to optimize your future campaigns and make smarter decisions about your long-term marketing strategy
Stand out from the clutter
Direct mail lists are invaluable for brands seeking to reach potential customers at home or work, boosting brand awareness and generating new leads. Building a successful direct mail list is crucial, and the quality of your direct list matters. Choose your mailing list service wisely and invest the time and effort needed to build a direct mail list that delivers results.