Most mailing lists are purchased for use in a direct mail campaign. Direct mail is a great way to reach new customers because it is:

• cost-effective
• proactive; it is the best way to get detailed information about your product to potential customers
• useful in extending other marketing and advertising efforts; you can reach people who have heard of you through print ads, referrals, etc.

In order to ensure the success of your direct mail campaign, you need a targeted prospect list. An industry rule of thumb says that at least 70% of a direct mail campaign’s success is dependent on the quality of the list used. But before you can purchase a list, you need to define your goals and identify your target audience so that your targeted list suits your needs and meets your expectations.

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