The success of your next lead generation mailing
might depend on one simple question. Before you
rent a list of potential customers, ask the list broker
this straightforward question: “How often are the
names on this list added to?”

Don’t simply ask how often the list is updated. The list
might have been updated yesterday but might not
contain any more names than it did eight years
ago.

An update to a list might be nothing more than making
sure the names and addresses are accurate, or that
each record has a phone number. But that’s not as
important to you as a fresh list.

Where direct mail lists are concerned, you obviously
want accuracy. You don’t want to mail to people who
have moved. You don’t want to mail the same piece of
mail to the same person twice because the person is
in your database twice.

But an updated list is not the same as a list that has
been added to. So make sure you ask your list broker
how often the list in question has new names added
to it.

An updated list is clean. But a list with new names is
fresh. You want a list that is both clean and fresh. You
want a list that has plenty of new names on it.

Ideally, you want a list that is updated often and added
to often. That way, your direct mail offer reaches the
most prospects, since less of your mail will be
returned to you as undeliverable. And your package
reaches more potential buyers, because more people
on the list will be receiving your offer for the first time
(assuming you have mailed to the same list
before).

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About the author
Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail and email marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com

© 2007 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the “About the author” message).