What is the source of the list? Mailing lists have a profile that outlines the age, education level,
interests, gender and other relevant information of the people on the list. The details of where
the list names come from should clue you into whether or not they fit your target market, and
thus are more likely to be receptive to your product or service.
Unlike other media, in direct mail the list is not the way to reach your market, the list IS your
market. Repeat: In direct marketing the list is your market. By mailing to the wrong list, you
would reach people outside your market - people who have no interest in, or no use for, what
you sell. Snowshoes to Texans. Steel wrenches to candy shops. Car floor mats to motorcycle
shops.
Find out how frequently the list is updated. In general, the accuracy of a business-to-business
mailing list drops to 50 percent after one year. Consumer lists age at a rate of 2 percent per
month. The older the list, the less qualified the leads.
