If you’re investing in direct mail marketing, your mailing list isn’t just important, it’s everything. The most compelling design and message won’t produce results if they land in the wrong hands. Whether you’re a nonprofit trying to reach donors or a small business looking to grow your customer base, building a strong mailing list can dramatically increase your return on investment.
Here’s how to build a mailing list that turns mailboxes into opportunities.
- Start with Your Goals
Before you start gathering names and addresses, clarify your campaign’s purpose. Are you promoting a sale, launching a new location, or seeking donations? Your goal will shape the kind of people you want to reach.
For example:
- A neighborhood restaurant might want to target households within a 5-mile radius.
- A nonprofit organization might focus on past donors or people with shared values.
- A service-based business might look for high-income homeowners.
Understanding your goals helps define the right audience for your mailing list.
- Use Your Existing Data
If you’ve been in business for a while, you may already have a valuable database of customers, donors, or contacts. Start there. Segment your list based on behavior, like who has responded to past mailings or who hasn’t donated in a year.
Consider organizing contacts by:
- Geographic location
- Purchase or donation history
- Age or household income
- Engagement level (new, lapsed, loyal)
Segmented lists allow for more personalized and effective mailings.
- Supplement with Purchased Lists
Don’t have a list or need to grow it? Purchasing a targeted list can be a smart move. A reputable printing company that offers mailing services can help you acquire a list based on demographics, buying habits, or location.
When you purchase a list, be sure to:
- Verify the list is up to date (preferably updated within the last six months)
- Choose a source that complies with privacy and data regulations
- Avoid lists that have been sold repeatedly or widely distributed
- Explore Every Door Direct Mail (EDDM)
If you don’t need to target individuals by name, EDDM is a cost-effective way to reach every household in a specific area. It’s ideal for businesses that serve local neighborhoods like salons, auto shops, or restaurants.
With EDDM, you can choose carrier routes by ZIP code and send to entire blocks or communities. There’s no need to buy or manage a traditional mailing list, and postage rates are lower than standard direct mail.
This option works best when your message is relevant to most people in a given area and doesn’t require personalization.
- Clean and Update Your Mailing List Regularly
A mailing list isn’t a one-time setup. It’s a living asset that should be maintained. Sending to old or incorrect addresses leads to wasted money, higher postage, and returned mail.
Make sure to:
- Remove duplicates
- Correct formatting issues
- Eliminate undeliverable addresses
- Update contact info as needed
Using mailing services from a commercial printer can help automate this process. At Inkwell Printing Company, for example, we run address verification and presort mailing to save time and lower postage costs.
- Track Results and Refine Your List
Once your campaign is sent, track what happens next. Which segments responded? Which didn’t? This feedback can guide how you update or improve your mailing list for future campaigns.
Consider using tools like:
- Personalized QR codes or URLs to track response
- Coupon codes unique to each segment
- Phone numbers assigned to specific offers
By reviewing results, you’ll gradually build a smarter, more profitable mailing list.
Final Thoughts
A well-crafted mailing list can be the difference between wasted postage and measurable results. Whether you’re managing your own data or working with a printing company that offers mailing services, taking the time to build and maintain your list will pay off.
If you’re unsure where to start or need help selecting between EDDM and targeted direct mail, the team at Inkwell Printing Company can guide you. From design to delivery, our mailing services are built to make campaigns easier, faster, and more effective.
Contact us with any of your nonprofit printing needs!
For more helpful information check out our blog at: /advice-from-the-printer/
And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com
