The science—and art—of buying a mailing list

Literally billions of dollars are spent each year to send direct mail to consumers, and it's astounding to me how little R&D time is spent on the actual contact lists. Unfortunately, many businesses are unaware of how technology has advanced the science of creating a targeted mailing list. Whereas just a few years ago separating lists by ZIP code and household income was groundbreaking, now you can tightly profile your "ideal" customer and mail only to those who fit the profile. Want to reach people who are most likely to purchase a vacation home? There's a profile for them. Looking for people who buy tennis shoes online? There's a profile for them as well. Targeting will enable you to send fewer pieces (read, much lower printing and postage costs) and close more sales. So, don't search online for a company that promises to help you "draw a geographic line around your audience" and provide a mailing list. Seek out a consumer research based firm that can put your buyers right into your hands.