August 2015 Printips

Developing an In-house Mail List

Direct mail is a valuable tool for businesses and organizations to keep in touch with active customers or members, re-establish a relationship with inactive customers or lapsed members, and introduce the business or organization to prospects. Direct mail can be combined with social media outreach for greater effectiveness together than either used alone.

A direct mail campaign requires an attractively designed mail piece, content, and a mail list. If asked which of these three things – the design of the mail piece, its content, or who it is sent to – is the most important in generating response, what would you say? You may be surprised to learn that who it is sent to (the mailing list) is three times as important as either design or content in generating response.