How to Build a Smarter Mailing List That Delivers Results

Not all mail lists are created equal. Some get the job done. Some get in the way of getting the job done.

You can have the best-looking mailer in the world, but if it’s going to the wrong people, it’s not going to do much. Too often we see people spend time strategizing on and creating a masterpiece of a design only to neglect their mail list. Thought and intentionality in crafting a smart mail list can go a long way to saving money and generating a better response to your mail piece.

Crafting a smart mail list saves you money by cutting out the addresses of individuals who are highly unlikely to respond to your mail piece because it is irrelevant to them.

And crafting a smart mail list generates a better response than typical because it targets the different subsets of people who want or need the product/service you provide.

Let's get into the practical steps of how to build a mailing list that delivers results.

Step #1. Start with a Clear Goal

The first step seems intuitive, almost like we don't even need to say it at all. But don't skip this step. A well-defined goal will help you create a focused, effective list.

Ask yourself "What do I want this campaign to do?".

Are you trying to generate new leads? Reconnect with past clients? Promote a specific service or event?

Your answer will shape who you target and lead you down the path of crafting a smart mailing list.

Step #2. Know Who You're Trying to Reach

Let's say your goal is lead generation. What characteristics are tied to your ideal lead? Think beyond broad categories and get specific.

Do you want to get business from a particular neighborhood or area of town? Would you get a better response from homeowners who have lived in their homes 5+ years? What about targeting high-turnover areas?

The more targeted you are, the better your chance of getting response. A little bit of research into trends and market statistics can go a long way. Even examining your past clients for similarities can be a goldmine of data.

Step #3. Use Reliable Data

Here’s where most people go wrong: they use an old spreadsheet from three years ago or buy the cheapest list they can find. That’s not going to cut it.

We recommend sourcing your list from a provider that:

• Has updated records

• Can filter based on location, home age, income, homeowner status, etc.

• Helps remove duplicates or undeliverables

Bad data leads to wasted mailers. Good data gets you leads.

Step #4. Consider Segmenting for Relevance

You don't have to reinvent your message for every person on your list. But you should adjust it for different groups. Even small tweaks can boost results when you’re talking to a more specific audience.

For example, does your mail list include homeowners in 3 different neighborhoods. Break out those 3 neighborhoods into their own list and put the neighborhood's name on your postcard.

People want to see a message that is directed towards them. That is why just listed and just sold postcards work so well for realtors, and jobsite marketing works so well for the home services industry.

Step #5. Clean Your List Regularly

Even a great list gets stale over time. People move, life changes, and addresses become outdated. Committing to spend time cleaning your list is a wise investment.

Scrub duplicates, remove bad or bounced addresses, and update new info when you get it.

Cleaning your list saves you money and protects your reputation.

Step #6. Review the Results

The success of your mailing will inform you on future strategy if you pay attention. Once your campaign goes out see where you got the best response from.

Did one audience segment outperform another? Which neighborhoods or areas responded best? Can you retarget the responders with a follow-up?

That kind of insight helps you build even smarter lists moving forward.

Let us help you build a smarter mailing list.

It doesn’t matter how good your design is if you’re not reaching the right people.

A strong mailing list puts your message in front of the right eyes, at the right time, with the highest chance of action.

If you’re not sure where to start let’s talk. That’s what we’re here for.

Get help with your mailing list: Contact Reaching Neighbors