How to Buy a Great Mailing List
- Topics:
- Direct Marketing
- Source:
- Patentcafe.com
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Overview: The article states that nothing is as bad as mailing to the wrong list. Poor list selection is the worst mistake one can make in direct mail. Anyone can put a direct mail piece together and drop it off at the post office (barring disgruntled post office workers wielding semi-automatics). But without knowing who the target market is. In direct mail, the more closely one identifies the perfect prospect, the more tightly he specifies your list, the better is the response. Granted, list research and selection is not glamorous work. It is the behind-the-scenes grind to figure out and specify the best list parameters. One should keep in mind that compiled information gets old rather quickly and does not age particularly well. Some compiled lists are excellent, but some are horrible—and compiled lists are usually the least favorite way to purchase records, but sometimes a necessary evil.
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Format: HTML | Date: Jan 2003 | Pages: 1
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