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The Right List for You

October 8, 2010

When trying to determine which list to select for a specific direct-marketing campaign, and in order to meet your goals and objectives for that campaign, it's important to get the answers to some specific questions:

  • What is the profile of your customers?
  • What have you previously mailed and what were the results?
  • What lists have you tested and how effective were they?
  • Have you tested different direct-mail pieces?
  • Do you have a direct-mail piece that has proven itself in the market?
  • Do you have suppress file to merge against?
  • Do you know which demographics to include and exclude?

Once you have answered these questions, you will be in a better position to select the right list segment. It's also a good idea to carefully examine the list selections you want to use to make certain they will accomplish your direct-marketing goals. Here are several factors to consider:

  • Does the list match your customer profile?
  • Is the list proven to be direct-mail responsive?
  • How often is the list mailed with correction endorsements?
  • How often is the list NCOA updated?
  • Does the list broker offer 100% deliverability and refunds of all undeliverables?
  • Can you select only 100% Zip+4 names?
  • Can you select names with verified phone number for better accuracy?
  • Is the list segmented for greater targeting and selection?
  • If it is a Church list, can you select or exclude denominations, size or responsiveness?
  • If it is a Consumer list, can you select by income, head of household age, presence and/or age of children, or other demographic information?

In order to ensure the best long-term results, we recommend you test lists based on various demographic selections with different key codes for each segment. Make certain you have an effective tracking system in place to analyze your results!

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