Direct Mailing List: Marketing's Wise Tool

2007-03-08 10:33:40

( Financial )



Direct mail--two words misused and abused by the marketing world. Often, unsolicited direct mail is called a junk mail, loathed and thrown away at its immediate sight. But have you ever wondered how direct mailers get your address?

Meet the direct mailing list, could be your enemy but certainly an advertisers good friend. A direct mailing list is a database of names, addresses, even phone numbers and social security information that advertisers get, either by buying or tedious collecting.

How did this mail get here?
It is a wonder how clever direct mailers can get. They often mail you some brochure or information on a product or service that, "incidentally" is of your immediate concern. You are then left thinking if you need the product or the service, or if you'll buy it.

But ever wondered how they get that clever? One word: RESEARCH. Advertisers and marketers are very resourceful researchers. They research every single person or group of people to whom they can send in those information. Take note that every transaction you make--in stores, online, through cash or credit card--leaves a trace of your purchasing habits. While you may shrug this information of, this is valuable to marketers and advertisers. They get these information--your name, addresses, contact numbers, pertinent numbers in your life such as your social security and ID numbers, and tracks information on the restaurants you go to, the labels you wear, even the brands of toothbrush you have used in the past three years. They keep these indispensable information in databases, also known as a direct marketing mailing lists.

Double purpose
A direct mailing list works two ways: the agency or company collecting it can use it for its own market research and advertising requirements, or the agency can charge other companies in need of direct mailing lists for the use of their direct mail lists. Eitherways, the direct mailing list business is a booming enterprise.

Solicited direct mail
Also, not all direct mails are hated. Many people who shop through advertisements or sign up for mailed updates from stores are registered in a direct mailing list. This is brought about by the convenience of shopping through coupons and stubs attached in direct mail.

Direct mailing lists, solicited or not, is a good way to market a product or a service and, from what it looks like, it is here to stay.


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