Your direct mail marketing campaign cannot be successful if you are not using a quality mailing list. A beautifully designed postcard for your new steakhouse restaurant is worthless to vegetarians. A quality mailing list provider should know very specific details about the people living in your target area.
Here are 3 things you need to watch for in a potential mailing list provider.
1. Look At Their Deliverability Percentage
Deliverability is the number of addresses on the mailing list that are bad, or undeliverable. If you want a successful direct mail campaign, you need to make sure you aren’t wasting money sending out pieces that will only get returned. Your mailing list provider should have a guarantee of at least 90% to ensure that they are worth your time and money.
2. See How Often They Update Their Lists
A quality mailing list will be updated once a month. The mailing list provider should update their list as they find out that addresses are undeliverable or people have moved away. A list that is not updated regularly is both missing out on new possible prospects and also wasting money on useless addresses.
3. Find Out How Often The List Goes Through The National Change of Address (NCOA) database
The NCOA makes change-of-address information available to mailers to help reduce undeliverable mail pieces before they enter the mail stream. If your mailing list provider isn’t checking their list against the NCOA, they have a higher chance of having undeliverable addresses.
Don’t waste your money on a bad mailing list that will ruin your chances at a successful direct mail marketing campaign. Find a quality direct mail provider who will work hard to make sure your pieces get to your specific target audience.
In addition to direct mail marketing, OneIMS provides many other print marketing solutions and online marketing services. Contact us today at 1-888-ONE-IMS-1 or email us at sales@oneims.com.
OneIMS is a Chicago Web Design Company as well as a technology-based marketing service provider. We specialize in integrated marketing solutions such as Search Engine Optimization, Pay-per-click advertisements and email marketing. We employ cross-media marketing solutions that are designed to deliver results. Some of those solutions are Variable Data Printing, Personalized URLs and custom Landing Pages and triggered emails.
