By now, you’ve probably figured out that direct mail marketing isn’t going anywhere. The digital revolution changes a lot of things, and the way messaging and advertising are done will never be the same. But reaching customers in traditional, “non-digital” ways is still relevant. All you have to do is check your mailbox to know this is true. Businesses are still investing real money in direct mail marketing campaigns. They wouldn’t be doing so if there were nothing in it for them.
If we choose a successful direct mail campaign and break it down, what do you think we’ll find? Obviously, design and messaging are important. You want your message to be impeccably written and presented. You want it to fit perfectly with your brand message, and the immediate promotional goals you have in mind. The visual design of the mailing will be an important determining factor, since bad design work can cause people to throw away the mailing without even looking at it.
But even if you’ve perfected your visual design and brand messaging, and even if you have a huge mailing list, the success of your direct mail campaign is anything but assured. Why? Because having a ‘huge’ mailing list won’t cut it. You need to have a targeted and relevant mailing list in order to achieve real results.
So how do you get your hands on such a list? When you hire a direct mail company to lead your project for you, where does the mailing list come from? Can you trust that it’s a quality mailing list, with valid addresses and demographics that are relevant to your message?
If you’re working with a reputable and experience direct mail specialist, the answer to these questions should always be yes. When it comes to direct mail marketing, the best professionals in the business understand the critical importance of mailing lists. They’ve seen how campaigns succeed or fail based on the quality of the mailing list used for the project, and they’re always meticulous about putting together valid, targeted mailing lists for each specific client. Some companies cut corners in this area, but they do so at their own risk. A mediocre or bad direct mail campaign will often result in a negative review, which will be a permanent part of that company’s reputation. By curating only the best mailing lists from highly reputable sources within the industry, skilled direct mail specialists ensure your success as well as their own.
Hiring a direct mail company
Don’t just hire any direct mail marketing company to handle your project – there is a wide spectrum of quality, and results can vary significantly. You want your project to be on the winning end of things. Quality mailing lists are huge part of what makes a direct mail campaign successful, and as a client, you need to be sure that the company you hire has the ways, means, and expertise to provide you with a mailing list that’s relevant and effective for your message.