How to pick the right direct marketing list

The quality of the direct marketing list you use is the biggest factor determining the level of success of a marketing campaign.

All other factors (such as timing, offer, creative and response mechanisms) are important, but the more targeted the list is, the better response you are likely to achieve.

Here are some questions you should ask of your list providers.

How old is this list? Over time, errors and obsolescence increase.

Change seems to come upon us all faster than ever and therefore an up-to-date direct marketing list is crucial to reaching prospects.

How closely does this list match my ideal profile? If your research has told you that your ideal customer is 54 years old, drives an Audi and lives in Staines, then you will want lists with well matched 'lookalikes'.

But, how close a match is a Saab driver from Northwood or a BMW driver from Sutton? Don't be afraid to ask your list provider for a reasonable answer to such questions.

These people work with mailing lists every day and should be pleased to share their experience with you.

How much detail does this list provide? Integrated marketing campaigns employing more than one communication channel to reach target prospects generally deliver far better rewards than single channel campaigns.

Choose a company such as Marketing Source, which can offer you a wide variety of data lists and expert advice on using them effectively.

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