Finding the right data list for your Direct Mail Campaign can be challenging. With so many options on the market, how do you know which list to buy? Purchasing the wrong list can lead to disastrous results – few responses, unqualified leads, low sales rates, little or no return on your investment – which is why it’s so important that you spend the time on finding your perfect list.
First and foremost, you should ask prospective list brokers about their areas of expertise. Are they familiar with Direct Mail in your industry? Do they have any tips or recommendations? A knowledgeable list broker is a tremendous asset as they can guide you in the right direction and help you find a data list that meets all of your criteria. If the company isn’t familiar with your industry, consider buying from another source. Otherwise, you run the risk of buying lower quality data or being guided to a list that isn’t your perfect match.
Check with prospective vendors to make sure that they have data that will help you reach your desired audience; this is especially critical if you’re trying to focus on a particular group (i.e., a specific credit range, age, demographic, etc.). If you’re interested in trigger data or pre-screened data, ask the broker if they offer it as not every company is certified to sell those types of lists.
It’s also important that you ask about the available Attributes for the lists. Depending on the list and the vendor, sometimes a few attributes come included with the purchase of the data. For best results, you should look into other available attributes as it’ll help you create a more targeted list. Targeting is paramount for ensuring that you reach the right consumers and avoid those who aren’t qualified prospects. Including additional attributes such as amount of debt, age, presence of children, and income can really make a difference in filtering out people who aren’t likely to respond. A smaller, more targeted list will yield better results than a larger, more generic list. Taking the time to see the attribute targeting options can save you money and increase your profit margins, so it’s definitely worth investigating with your vendor. They may also have suggestions on the best attributes that will help you reach your target audience.
Think back to the story of Goldilocks and the Three Bears. Goldilocks doesn’t settle for the porridge that’s too hot or too cold nor the bed that’s too hard or too soft. Instead, she picks the porridge at the right temperature and the bed that feels the most comfortable, the ones she deems as being “just right.” Like Goldilocks, you need to pick a data list that’s “just right” for you – the type of data you want, the attributes you need to reach your target audience, and a company with experience. Here at Titan List we know how to help you find the perfect data list and can guide you to your best direct mail campaign yet. Contact us today to learn more.
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