A competent direct mail professional should have a vast array of database companies at his or her disposal so as to custom tailor a targeted address list to fit your direct mail needs.
In Obtaining a Targeted List for Direct Mail, What Types of Databases Are There?
RESIDENT/OCCUPANT LISTS: These typically compile all of the addresses, both business and residential, in an area such as a zip code, city, county or state. The demographics are usually very limited with these types of lists, but they can come at a very low cost.
COMMERCIAL LISTS: These contain address files that are individually based, and can have a huge range of criteria, such as, age, income, marital status, presence of children, home ownership, and home values. Some database compilers can even offer more personal demographics, such as shopping habits and hobbies.
Commercial databases are usually compiled by the direct mail list supplier from credit reporting agencies like Experian and Equifax, and phone book compilers such as Polk and Donnelly. These lists can come at a slightly higher cost than resident/occupant lists with every addition of a particular demographic, or “select”, raising the costs as you add them on.
BUSINESS LISTS: Much like commercial databases, business lists are more expensive than the resident lists, and come with a large list of “selects” that you can choose for your business mailing services. These lists are usually compiled from the Yellow Pages and business credit reporting agencies like Dun & Bradstreet.
SPECIALTY LISTS: There are many direct mail list companies that devote their attention to particular industries, such as, education (where you can purchase intricate address lists compiled down to music, choir or band teachers), magazine subscriber databases, telemarketing lists, new movers, and expectant mothers; you name it and you can usually find it. However, these lists can come with large price tags, so intricate targeting is essential for your direct mail campaign.
Obtaining a well-crafted, targeted database can be the most important step to ensuring your direct mailing marketing success.
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Personal Touch Mailing Services is a full-service direct mail located in Orlando, Florida. Call 407-857-9090 for a quote.
