Taking it to the Street… How Good is Your Mailing List?

If you’re a regular reader of Printips, you know we strongly believe in the power of direct mail marketing as a way to build business. Keeping your company or organization’s name in front of customers helps to reinforce their decision to use your products and services; for prospects, it creates name recognition; and for both groups it builds top of mind awareness for your brand.

The success of any direct mail marketing campaign is determined by three factors: the quality of the mail piece itself; the offer; and the mailing list. Of these, the mailing list is significantly more important than the other two. In fact, the Direct Marketing Association attributes 60% of the success of a mailing to the list itself and just 20% each to the mailer and the offer.


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