Purchasing Mailing Lists

Any direct mail program starts with two basic components - a message and an audience. What are you trying to say and to whom are you saying it? That's where targeted lists come in.

Targeted lists can reach as far - or as narrowly as your offering warrants. Who are you trying to reach? Targeted lists can reach any audience both broad and specific.

What common traits and characteristics does the audience share? With the help of an experienced data professional, targeted lists can be dissected and analyzed to identify your most likely prospects. For example, paint companies looking for new customers could reach all the painting contractors in Brooklyn by sending a direct mail piece to every address in New York City, but they would waste postage on a lot of uninterested people. Targeted lists, on the other hand - both postal and electronic - reach a more select audience of qualified prospects.

What is the message you want your targeted lists to deliver to your audience? Every message is different, but effective direct mail copy contains a few universal elements.

The Acronym D-I-R-E-C-T describes what you need to consider:
Direct. Tell the most important message first.
Insight. Do your homework and know your audience.
Respect. Be respectful in tone and content. Don't insult or intimidate the reader.
Educate. Be informative. Share knowledge and communicate value.
Creative. In print, use graphics, photos and colors to highlight your message. Online, communicate with quick-loading content.
Think Ahead. Anticipate the reader's questions and answer them in your message.