The four sources
| Source | What it is | Strengths | Watch for |
|---|---|---|---|
| House list | Your own customers and inquiries | Knows you already, usually responds best | Goes stale. Clean it before every mailing |
| Compiled list | Built from public and commercial records, selected by things like home ownership, age or business type | Large and flexible | Accuracy and freshness vary by vendor |
| Response list | People who have bought or responded by mail before | Proven mail buyers | Usually costs more, with fewer names |
| No list (saturation) | Every address on chosen carrier routes, via EDDM® or saturation mail | Cheapest postage, total area coverage | You pay for every home, buyer or not |
Selects
Renting a list usually means choosing "selects", the filters that narrow it. Typical ones are geography, home ownership, home value, household age or income, business type and size. Each select narrows the list and usually raises the price per thousand names.
Judging quality
Ask any list vendor:
- When was it last updated? Older lists waste postage.
- Is it checked against USPS change-of-address data? People move.
- Are duplicates removed? Two pieces to one house is pure waste.
- Can I see counts and a sample before I buy?
- Can I mail it once, or more than once? Many rental lists are one-time use.
Your own list matters most
A clean house list of past customers is usually the most valuable list you'll ever mail. Keep it up to date, record how each person found you, and mail them regularly.
Questions
What's the best mailing list for direct mail?
Usually your own customer list. For new customers, it depends on whether you need a specific type of person (a compiled or response list) or everyone nearby (saturation).
Do I need a list for EDDM?
No. EDDM goes to every address on the routes you select.
Can I buy a mailing list?
Lists can be rented for one use or bought outright, depending on the vendor. Check the terms before you pay.