We highly recommend using the best data possible. It is better to purchase an expensive list with selects that will target your ideal demographic even if it reduces the amount of pieces you can send. Not only will you be able to target your ideal audience but you will also save money on wasted printing and postage associated with sending information to people who are likely not going to be interested in your offer.
One of the main advantages of direct mail is that it can target very specific demographics. Digital marketing is great at retargeting individuals or targeting individuals who are searching for a specific service, but it is much harder to target an individual who has not heard of your company or service, especially with all the privacy concerns.
Data is readily available for direct mail campaigns, and it is really surprising how many datasets and how specific some of the lists can be. It is best to identify you ideal audience and we can see what type of data is available. We can also profile databases to identify the demographics of current customer databases and target look a like audiences. The possibilities are endless.
When conducting a direct mail campaign, identifying the correct list is the key to the success of your campaign and helping to reduce the amount of waste associated with targeting the incorrect audience.