There is no denying the power of a well-executed direct mail campaign. Even in today’s increasingly digitized world, studies find that about 50% of consumers still prefer to receive direct mail than digital mail—so if your organization doesn’t currently have a print marketing campaign in place, now is the time to get one started. It’s also worth noting, however, that even the most carefully designed and formatted direct mail piece cannot be successful if it’s sent to the wrong people. This is why having a targeted direct mail list for your campaign can make all the difference. Not sure where to begin when it comes to finding direct mail lists for your target audience and industry? We’ve got some tips for you!
1. Work With a List Broker
Perhaps the best decision you can make in your quest to create direct mail list plans is to work directly with a list broker such as our team here at Ballantine! Specifically, a list broker will be able to sit down with you and discuss your goals for your direct mail campaign. As we get to better understand your campaign and your organization’s specific needs, we can match you up with an individual list partner that we believe will best suit those unique needs. And since we have long-standing relationships with our direct mail list providers, you can enjoy added peace of mind in trusting our recommendations.
2. Decide on a List Type
Most direct mail list providers will offer a selection of list types for you to choose from based on your needs. A few of the most common types of mailing lists include:
- compiled – these are essentially “cold” mailing lists that capture a wide audience but are not targeted in any specific way towards your organization.
- modeled – these lists are more targeted in the sense that they take 5,000 to 10,000 of your best customers and provide buckets that contain matching criteria. It gives you a great picture of who your best customer really is.
- vertical – these are obtained from companies and organizations that rent their customer data.
Our team at Ballantine is happy to help you decide which type of list is right for your needs and budget.
3. Provide Historical List Plans
Finally, before you’re able to receive your list data from a provider, you’ll likely be asked to provide them with your historical list plans (information about what you’ve rented before). This is especially important if you’ve chosen a modeled or vertical mailing list, as the more information the list partner has about your past rentals, the better they’ll be able to serve you this time around.
While there are many ways to go about building a direct mail list, most organizations will find that the best route is to:
- work with an experienced list broker
- choose the right preferred list type
- provide the broker with previous list plans
By following these tips, your organization can be well on its way to creating the direct mailing list you need for long-term success! As part of our print services offered here at Ballantine, we can help by matching you up with the ideal list partner to suit your needs. Ready to get started or want to find out more? Contact the Ballantine team today.