Direct Mailing List Quality Key to Successful Direct Mail Campaigns

Some days it can seem like your direct mailing list is out-of-date before you finish compiling it.  No sooner have you included a new name on your list than your new prospect has moved.  Maintaining your direct mailing list is a continuous process.  And by paying attention to a few important details you can save a few dollars.

Here are three common problems to watch for in your direct mailing list:

• Are there duplicate addresses?
Do you have the same person appearing more than once on your direct mailing list?  Possibly under different pseudonyms?   For example, does your direct mailing list have Mr. Smith listed as Joe Smith, J.S. Smith, or J. Sam Smith – all with the same address?  Mailing to Mr. Smith three times not only wastes your money but is likely to irritate him.

• Are all of your addresses complete?
A direct mailing piece that has an incomplete address will simply be returned to you.  Postal codes for example, present their own set of problems.   Have all of your postal codes been input into your direct mailing list accurately? Have zeros been accidentally keyed in for the letter O?   A search function on your mailing list program will be able to help you identify these errors. 

• Is all of the information on your direct mailing list current?
  How old is your direct mailing list?  When was the last time you checked each listing? Whether you maintain your own direct mailing list or purchase a list from a service provider, it is well worth the cost to update the information through an outbound calling service that will verify your contact’s name and address. After all, people change jobs, move or change interests.  A direct mailing list provider will be able to help you with this service.  

Nobody wants part of their direct mailing campaign delivered to the wrong person, or worse yet to the wrong person twice!  A direct mailing list that is accurate and current can be the key to a successful direct mailing campaign.

Do you have processes that’ve worked for you to help you keep your direct mailing lists in order?
Donna Kutter
Dare Marketing
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