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Your Direct Mail List
By: Kaitlyn Miller

In addition to the marketing collateral that you’ll use for your direct mail marketing strategy, the next most important factor to make your efforts successful is to have the right mailing list. The right direct mail list includes those people who would want your product and who would most likely get into business with you.

Even if you’re a small business entrepreneur or a successful conglomerate, when you deal with direct mail marketing, you need to have THE list. You have to consider your mailing list because it’s important that your marketing collaterals like your postcard printing pieces get into the hands of those who would buy your product.

So what’s in your direct mail list? For one thing, your list should include all your existing customers and clients, as well as those prospects that got in touch with you to get more information about your business.

Include also those people who have responded from past promotional efforts, either from you or from the advertising done by those in your particular industry. This ‘response list’ includes actual people who have either purchased from those who made the list, or inquired on an offer, or even to ask that they be included in the list. These people would most likely respond positively to your own efforts.

Then there’s a list compiled to include those who have the qualities that are in your target group. If you’re focusing on teenagers, then all those ages 13 to 19 would definitely be in your list.

Where do you get the list? It’s either you develop your own database that you have collected or you can always buy it from vendors, or if you’re lucky, sometimes you can get it for free.

What should be included in your direct mail list? Obviously, in order for you to sell your product, you have to include in your list those who are actually interested in what you have to offer. Similarly, those who are known to purchase or act on an offer are likely candidates for your growing list.

In marketing, it is considered a waste when your postcard would not be able to encourage a response from your target audience. Hence, it would be a waste of your time and money if you market your product to those who does not find any value in your offer in the first place.

The bottom line here is to focus your list where your marketing efforts would work. In addition, you need to keep your mailing list as simple as possible. Remember to KISS – keep it simple and sweet. That’s the way to do it.