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Dundee Data Blog > Business Mailing List Info, Consumer Mailing List Info, Dundee Data News, Marketing Campaigns, Targeted Mailing List Info > The Mystery of Mailing Lists and Direct Mail

The Mystery of Mailing Lists and Direct Mail

September 4, 2013 • Dundee Data • Business Mailing List Info, Consumer Mailing List Info, Dundee Data News, Marketing Campaigns, Targeted Mailing List Info

Where do the mailing lists come from and how do they get the information?

There are many direct mail companies that compile information and have been in the direct response arena for many years, decades for some, compiling consumer and business data.  The lists are created from information that come from many sources: public records, phone directories, on-line surveys, memberships, subscriptions, and other sources.

 

Why do companies use direct mail lists?

Companies use these lists to reach audiences they feel would be most interested in their product or services.  That’s why they ‘rent’  a targeted mailing list instead of just doing a random mail to everyone and anyone.  If someone owns a car they may be interested in car insurance, if another person has never owned a car they would have no need of receiving a mail piece regarding auto insurance.  If I lived in an apartment or had a brand new home I wouldn’t be interested in receiving information on replacement windows, but if I live in an older home this may be of interest to me.

By using a targeted mailing list marketers can more tightly target their desired customer. When using reputable direct mail vendors companies can get accurate and quality mailing lists.  On the consumer side, direct mail can keep you up on the latest products and services, it is keeping you in-the-know.

According to DMAchoice, last year more than 70% of Americans shopped direct.  More than 80% of U.S. households read some or all of their advertising mail.  And non-profit organizations raised nearly $200 billion from generous donors through direct mail.

 

Direct mail is green!

DMAchoice also states that direct mail is a green way to shop.  How is that possible you ask?  If Americans replaced two trips to the mall each year with shopping via catalog, we would reduce our number of miles driven by 3.3 billion – a billion pound reduction in carbon dioxide and a savings of $650 million on gas alone.  Mail represents only 2.4% of American’s municipal waste stream.  Mail is made from a renewable source.  The vast majority of paper that is produced today in America comes from trees grown for that specific purpose.  Last year direct mail represented more than $686 billion in sales, supporting jobs at more than 300,000 small businesses across the country.

But isn’t direct mail more expensive?

The DMA reports that the cost per lead of direct mail is in line with print and pay-per-click, and significantly less than telemarketing.  With a higher conversion rate than any other medium, the Print on Demand Institute (PODI) found that direct mail out-pulled all other channels tested in terms of conversion rates, both for lead generating “free” offers and one-step “buy now” offers.

Also, direct mail enjoys a longer “shelf Life” than emails.

If you are now ready to purchase a targeted consumer mailing list or a business mailing list to get your fall marketing off to a profitable start, contact us at Dundee Data.  We are direct response professionals with over twenty years in the business.

Sincerely,

Susan Walter

susan@dundeedata.com

402-505-8239

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