If you have ever ordered a mailing list for a direct mail campaign, you know the vast amount of information and choices available — and how incredibly confusing it can be.
It can be a nightmare to go through this process only to end up with a bad (e.g. wrong demographic) list. The money you spent on the list is wasted and so are your postage expenses!
This can be avoided. If you have an up-to-date, targeted list, it can unlock prospects and leads you may never have found otherwise.
How do you know you're getting a "good" list?
Here are five questions you need to ask about your list — before you rent it.
1. What percentage of deliverability does the company guarantee?
This is, hands down, the most important question to ask. Deliverability refers to how many addresses are bad (or "undeliverable") on the list. If the mail house doesn't guarantee at least a 90 percent deliverability rate — move on! You don't need to waste your hard-earned marketing dollars on advertisements and postage that never reach your prospects.
2. How often is the list updated?
A good, high quality list will be updated every month. Constant updates weed out addresses where mail has been found to be undeliverable or the prospect has moved away. If your list isn't updated regularly, you are missing out on new prospects that get added to the list and throwing away money on dead-end addresses.
3. Is it a one-time use list or unlimited use?
Some lists allow for unlimited use for one year. Other lists, you only have a one-time access or mailing to those contacts. The one-time lists are generally more targeted and qualified, but you will pay more. You can achieve excellent results with each type. Deciding which one to use will vary based on your campaign goals. Repetition is key when producing results in direct mail advertising, so factor that into your decision.