List companies are good sources for buying direct mailing lists, but are they the best? Not in my opinion.
First, let’s talk price. A list company usually has a pricing structure based on the quantity that a customer purchases. A direct mail services firm that offers mailing lists will get discounts off the retail pricing, so that they have a margin to mark up the cost to their customers. An end-user that goes directly to a list company will usually be looked at as a one-time sale – and be charged the highest rates.
Many mailing houses will mark up their cost to match the average retail price that a customer would otherwise pay using direct mail services, and, therefore, make a small profit for their efforts. Some companies charge above the retail. However, in Personal Touch Mailing’s case, we usually charge below the retail cost of our local Orlando mailing house – passing the savings on to our customers.
As far as the direct mail list cost is concerned, with many mailing houses, it would cost no extra. In some cases, a customer can even save money going to a local mailing house versus a list company.
When It Comes Down to Getting You the Best-Targeted Direct Mail List, Which Company Should You Choose?
Who would be concerned more at getting you the best-targeted database: a list company interested in getting a one-time sale and is done, or a mailing house whose job is to make the available data work the best that it can for you – and want to earn your repeat business?
Database companies may only have to sell from their “house” accounts, limiting the availability of many other sources. A mailing house usually is not restricted by these rules, and can look far and wide for the perfect database to suit your direct mail marketing needs.
A direct mail professional’s mission should be to help you reach your marketing goals. They should be attentive to your needs and passionate about ensuring that each step throughout the project is working to accomplish your goals (which may include the purchase of a well-crafted, targeted direct mail list).
With so many things at stake, such as printing, postage, and labor costs, not to mention the marketing impact it may have on your business, it is imperative that you start your direct mail campaign with a well-thought-out, targeted, and clean direct mailing list.
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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.
