It used to be that list providers were limited to carrier route lists. A business could only hope that by flooding the market in one particular area that someone would notice and come by to see what you had to offer. That time is long gone email list. Now there is not only the ability to send a direct mail piece to a select area but also to send them to consumers whose lifestyle or preferences indicate that your message is an answer to their needs, wants or desires.
And it is not only B2C companies that can benefit from using a data segmentation list. B2B companies have the same ability with specified business data lists. The possibilities of how specifically targeted a direct mail piece can be is almost endless in this day and age. As with any one to one marketing strategy, if you market wisely your return on investment makes the cost worth it. Simply put would you rather spend $1,000 to advertise to 750 people hoping a handful will even bother to take you up on an offer or call to action or would you rather spend that same dollar amount and market to 200 people which will have a 10-15% response rate.
Hmmm it seems simple enough to me which way to invest my marketing dollar. For those in the marketing world who want to be Henny Penny when it comes to direct mail marketing, go ahead. I will be the one sitting in the corner counting the money made from my last direct mail marketing campaign while you struggle to figure out why your last campaign came crashing down on your head. My marketing sky is still sunny and blue. How does yours look?