Buying a data list is the most important part of your Direct Mail Campaign. Unfortunately, it can also be the most stressful part as well. List shopping and company research can feel tedious and overwhelming. The stakes are high because buying the wrong list or making an error can be a costly mistake that sabotages your campaign’s potential before you even send out a single mailer. To make the process easier for you, we’re sharing the most common mistakes that people make when they buy a mailing list. Read on to avoid making these disastrous blunders.

Settling
Let’s face it – researching mailing list companies isn’t exactly the most exciting thing in the world. We know that you’re probably anxious to hit the ground running with your direct mail campaign and want to spend as little time as possible selecting your list broker. Because of this, many people rush through the process and settle for the first data company that they find. This can be a tremendously costly mistake as you may wind up buying a mailing list with low-quality data or working with an unprofessional company. It’s crucial that you take the necessary time to evaluate all of your options and find a company that’s knowledgeable, professional, and only sells the highest quality data.

Not Targeting
For your direct mail campaign to succeed, you need to ensure that your message reaches your target audience. The way to do this is by using targeted data, which helps you focus on the exact people you want to reach while simultaneously eliminating unqualified prospects. Without targeting, your data isn’t as precise and you’ll be marketing to people who have a low chance of converting to a sale. When you buy a mailing list, make sure that you ask the broker about the targeting options and available attributes for your data. They should be able to help you pick a data list and attributes that will help you target the right demographic.

Making Sacrifices
We understand that you want to be as cost-effective as possible when you plan your direct mail campaign. However, one place where you shouldn’t make any sacrifices is your data list. It’s important that you buy the right mailing list that meets all of your needs. Investing in the right data is your assurance that you’re setting yourself up for success. If you have a tight budget, use a less expensive graphic designer or copywriter, or see if you can take care of design and copy internally. Bottom line is that you should buy the exact data list that meets all of your needs.

To learn more about finding the right mailing list, contact us today.

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