Managing Your Direct Mail Lists

If you want your direct mailing to be effective, you have to keep your mailing list continually updated.

Every year, more than 40 million Americans move. Successful direct mailing efforts depend on an accurate database.

It’s a time-consuming task to keep a mailing list clean and up to date. Mailing list management software is expensive. Instead of buying expensive software, you can have a mailing service company maintain your list for you. They will store and clean it, eliminate duplicates, make corrections to addresses, and ensure that the addresses comply with postal regulations.

By maintaining an accurate mailing list, you will also save money because less postage will be wasted due to returned mail. The savings on postage alone make it worthwhile to outsource this job. In addition, there is a greater potential to increase your return on your investment. Your mailings will reach a greater number of prospective customers; more people will read them and more will buy.

A mailing list that is at least 80 percent correct at any given time is considered accurate. If more than 20 percent of your mail is being returned, it is time to have your mailing list updated. You can also rent a mailing list from a list broker, who can ensure that the addresses are current.