The success of your next lead generation mailing might depend on one simple question. Before you rent a list of potential customers, ask the list broker this straightforward question: “How often are the names on this list added to?”
Don’t simply ask how often the list is updated. The list might have been updated yesterday but might not contain any more names than it did eight years ago.
An update to a list might be nothing more than making sure the names and addresses are accurate, or that each record has a phone number. But that’s not as important to you as a fresh list.
Where direct mail lists are concerned, you obviously want accuracy. You don’t want to mail to people who have moved. You don’t want to mail the same piece of mail to the same person twice because the person is in your database twice.
But an updated list is not the same as a list that has been added to. So make sure you ask your list broker how often the list in question has new names added to it.
An updated list is clean. But a list with new names is fresh. You want a list that is both clean and fresh. You want a list that has plenty of new names on it.
Ideally, you want a list that is updated often and added to often. That way, your direct mail offer reaches the most prospects, since less of your mail will be returned to you as undeliverable. And your package reaches more potential buyers, because more people on the list will be receiving your offer for the first time (assuming you have mailed to the same list before).
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