How to Buy a Demographic List for a Direct Mail Campaign

You have made the decision to expand your marketing by doing a direct mail campaign and you now need a mailing list, but you are unsure what you need and where to buy a mailing list.

First you need to determine the target zip code(s) that you want to hit. If you are doing a residential/consumer (known as b2c) mailing you will need to determine demographic requirements for the mailing. Here is the list of the most popular consumer demographics:

  • direct mail campaign stampsType of Residence (Single Family House, Condo or Apartment)
  • Household Income
  • Property Value
  • Household with Children
  • Household with Seniors
  • Age of Children
  • Year Home Built
  • New Homeowners

With a b2c list typically the actual name(s) of the homeowner are not done. Many mailers will just either use “Occupant” or “Homeowner”, because a lot of people request that their actual name be blocked (State & Federal privacy laws). The cost of a b2c mailing list will vary from $10.00 to $80.00 or more per 1000 addresses with a minimum cost of $100.00. The cost of the list can be a lot more if you are looking for: ethnicity, religion, fireplace, pool, loan amounts, purchase date, new borrowers, type and year of car, etc. This additional cost can be well worth it if you have a very specific requirement. If your business is a pool service, you would only want homes with a pool, if you are a mortgage company you want to get homeowners that have a high loan value ratio.

If your mailing is focused on businesses (b2b) your requirements will be a bit different. In particular, with business to business mailers you typically want to follow-up with a phone call to the business to improve your sales effort. If you are an accounting firm or janitorial service or temporary agency you will need to get in front of the business owner to persuade them to change vendors. Typically a b2b mailing will get you in the door, but to close the deal you need to meet face to face.

direct mail campaign demographic listsThe typical demographics with this type of direct mail include:

  • Business Type Based on SIC Code(s)
  • Geographic Location
  • Whether the business location is a Headquarters or Branch Location
  • Number of Employees
  • Sales Volume
  • Whether Franchise or Not
  • Contact Names
  • Job Titles
  • Phone Numbers

The cost for this type of list will vary from $60 to $120 per 1000 with a minimum cost of $100.00. Other business data that you can get which will cost more includes: sales volume, owner’s ethnicity, women owned businesses, emails, fax numbers, etc.

No matter the requirements for your direct mail campaign, the best recommendation is to discuss your marketing ideas with a knowledgeable and experienced mailing house (like EBA Printing) that will provide you free consultation services. They will discuss with you the type of mailer sizes that work the best. The mailing professional will review your options with the mailing list and help you determine correct demographic data. Lastly, they will give you the total cost of the project including printing, mailing services and postage cost so you can determine your return on investment (ROI).

Great customer service, friendly, easy to work with. The quality of the work is excellent. I recommend EBA Printing all the time.

Moshe R., Mequon, WI

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