Direct Mail 101: Part 3 of 5 – Creating Your Mailing List

Once you’ve determined who your target audience will be for your direct mail campaign, you can take the first step toward actually reaching them: creating a mailing list. In this video, we’ll show you how to leverage both house lists and broker lists.

House lists, as you may have guessed, refer to lists you already have in-house. These include the customers you already have information on. House lists can be an ideal starting point for businesses seeking to build customer loyalty or provide information on a new product, service or promotion.

Broker lists, on the other hand, are lists that you rent or buy from a company. You can find lists focusing on a huge range of categories, from homeowners and gamers to travelers and music lovers. Broker lists are often used by companies looking to expand into a new market or reach out to new customers.

There are two main types of broker lists: response lists and compiled lists. Response lists are comprised of customers who have previously taken action on your marketing campaigns. Because these lists are more targeted and typically produce better response rates, they’re often more expensive than compiled lists.

Compiled lists, on the other hand, contain customer information pulled from public records. The customers on these lists are usually classified together based on a certain demographic, and they haven’t yet made any purchases from your company.

To help determine what kind of list you’ll use for your direct mail marketing, think carefully about the message you want to send out to your customers—and which customers in particular you’re trying to engage.

Once you’re finished with this video, continue onto the next two installments in the Direct Mail 101 series:

Direct Mail 101: Part 4 of 5 – Creating and Prepping Your Mailpiece: youtube.com/watch?v=HwzLVbrjMUE

Direct Mail 101: Part 5 of 5 – Mailing and Measuring for Success:
youtube.com/watch?v=sgXjFsmFceo

Or, catch up with the first two videos in the series:

Direct Mail 101: Part 1 of 5 – Introducing Direct Mail: youtube.com/watch?v=jeCV2HeDeh8

Direct Mail 101: Part 2 of 5 – Defining Your Target Audience: youtube.com/watch?v=aGi78dBXG1M

And be sure to dive deeper into everything we’ve covered by exploring the comprehensive Beginner’s Guide to Direct Mail tutorial: uspsdelivers.com/a-beginners-guide-to-direct-mail

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