The quality of a direct mailing list can make or break a campaign. You can have a great offer, and great service, a great mail piece but if all of those things are not reaching the right people, they are useless. You can't simply take a saturation mailing list (all addresses in a specified area) and expect it to work as well as a targeted list will. If you own a hair and nail salon and your offer goes to a household with no females, i'd argue that it's useless! Likewise if you owned a barber shop and you sent it to a house with no males. Obviously, these are elementary examples but you can apply it to any business or service. First, you must think about who would really buy your product or service, and target them with offers.
Once you have your list and you begin mailing to it, it is important to update it and keep it fresh. People move and pass away each and everyday, so if you're mailing to someone who doesn't live at the current address anymore, it's wasted mail. It'll either get returned to you or get thrown out. Our lists are only $35 per 1,000 names and addresses, so you'll save money buy purchasing a fresh list versus wasting postage on returned mail.
Or Current Resident
What is the "Or Current Resident" feature. Not every mailing list is perfect. Like I said, people move and pass away everyday and it's impossible to update a database of 210 million Consumers everyday. There is a chance that if your offer is addressed to someone that moved or passed, it'd be returned to you (fyi - Consumer Bullseye guarantees a 95% delivery rate). One way to control this to to put Or Current Resident underneath the intended recipients name. The benefit is the offer will be delivered to the address regardless if the person lives there or not, because it says Or Current Resident. There is a chance that the person it was delivered to may use the offer anyway, and if you didn't have the feature on there it'd be returned to you as wasted mail anyway. I'm a fan of having my offers in front of as many people as I possibly can...there's a good chance they or someone they may know will use it.
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