Mailing List FAQs

One of the most if not the most important aspect in direct mail marketing in regard to a positive response rate is the mailing list.

You could have the most exciting offer and the most eye-catching direct mail piece, but if the recipient has no need or desire for your service or product then success will be tough to achieve.

So where do you start when trying to figure out the correct list?

Below is a list of the frequently asked questions for mailing lists

 

What are the different types of lists?

The five most common mailing lists are:

Resident Lists: These lists are used when you are looking to target a specific area and are not concerned with the demographics of those inhabiting the address.

Consumer Lists: Consumer lists are important to use when you are looking to target a specific group of people. There are hundreds of selects lists available to choose from and a good list provider will help you choose the best for your needs.  

 Business Lists: These lists will come with one of the top executives name in the company, as well as their office address. You can also search by business type (SIC Code), size, yearly revenue and established date, plus many more selects that pertain to businesses.

New Homeowner Lists: Home owner lists reach home buyers by purchase date and amount among other criteria.

New Mover Lists: New mover lists reach new movers (home buyers and renters) by move date and other filters.

 

What is a Saturation list?

A saturation list is another name for an occupant and resident list. It reaches the “Current Resident” or “Occupant” at every address within a geographic area.

 

What is the mail delivery accuracy?

Resident Lists: 94% or better

Consumer Mailing Lists: 94% or better

Business Mailing Lists: 85% or better

New Homeowner Lists: 94% or better

New Mover Lists: 94% or better

 

Do you buy or rent a list?

In most cases you can only rent a list. See the different types of purchase options below

 

What is the difference between single use versus multiple use?

There are different ways to rent lists based on how you would like to use them. If you just want to mail to a list one time then you can purchase a list for one-time or single use. If you would like to mail to your list multiple times then you purchase your list for multi-use and typically pay double the one-time use cost. Multi-use allows you to mail to the list as many times as you like for a period of 1 year.

 

How much should a mailing list cost?

The cost to buy a mailing list is typically based upon the cost per thousand (CPM), although you can also evaluate it on a cost per name basis.

Consumer Lists: CPM cost of around $50 to $200 ($.05 to $.20 per name).

Business Lists: CPM is around $150 to $350 ($.15 to $.35 per name).

 

How was the list compiled?

Compiled lists: Data from consumers are being complied so frequently today that companies are spending a tremendous amount of time trying to figure out how to use the pool of data collected. Major data compilers like Experian, Equifax, Transunion, and Axiom supply the data that is then further refined by list management companies and later rented to the general public through list brokers.

Response lists: Response lists are composed of people who have purchased or inquired about a particular product or services.

 

Can I use my own list?

Yes you can.

 

What is the minimum amount of people can you have on a list to take advantage of bulk postal rates?

First Class: 500

Standard Class: 200

 

What are the mandatory fields required?

The address and zip are the most important and mandatory fields.

 

Do I need Headers for all the fields?

Header are not a mandatory field but highly recommended to avoid errors.

 

Can you Dedupe my list?

Yes we can remove duplicate records in your mailing list.

 

What is NCOA and do I need it?

NCOA is National Change of Address is a secure dataset of approximately 160 million permanent change-of-address (COA) records consisting of the names and addresses of individuals, families and businesses who have filed a change-of-address with the USPS.

It is required by the USPS for any bulk mailing and will save you money with the reduced production costs and wasted postage costs.

 

What is CASS certification?

CASS certification is offered to all mailers, service bureaus, and software vendors that would like the USPS to evaluate the quality of their address-matching software and improve the accuracy of their ZIP+4, carrier route, and five-digit coding.

 

What is a Walk Sequence service and number?

The Walk Sequence service sorts a list into the order the carrier walks their route. The Walk Sequencing is for high density jobs (125 pieces per carrier route), with saturation of 75% of the carrier route or 90% of the residential addresses in that carrier route.

The Walk Sequence service calculates the position for each address in a list and returns a Walk Sequence number. This number is unique for that list. The number is used during the sort to order the addresses and generate the correct paperwork

Have any questions not listed here about direct mail mailing list, just give us a call at 561-393-4722 and let one of our direct mail experts answer your questions.


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