Guide to Targeting Consumers With The RIGHT Residential Mailing List

Did you know that the term "Residential Mailing Lists" can refer to many different types of lists that target people at their residences?  We find that so many use the term, but end up not being entirely sure which "residential mailing list" is the right one to use.

Using the right list is critical because the costs, response rates AND postage for different residential mailing lists can also vary significantly?

This quick guide breaks down the two most commonly used lists used to reach consumers at their home address, and helps you determine which list is the best fit for your marketing campaign.  There are other lists of course that target consumers at the household - literally thousands of lists that are compiled to target a specific behavior or demographic - but instead we'll focus on the two primary lists marketers use to reach consumers.

Before I start, I always recommend that you discuss your project with an experienced marketing and list professional.  List industry professionals can provide sound, free advice based upon their knowledge of the lists and what list selection strategies have worked well for others in similar circumstances. 

They should also be competent to discuss the creative, content and executional aspects of your effort, because a direct marketing campaign is really a convergence of five critical elements...the list, the creative, the copy, the execution and the timing.  And thus, you can't discuss one element without considering and incorporating the other elements into a unified approach.

So here it is in a nutshell...

The two lists that most of our clients choose when trying to reach people at their residences are known in the list industry as an "Occupant/Resident" database or a "Consumer" database.

Action Steps
The best contacts and resources to help you get it done

Okay, So What is an Occupant Mailing List and When Do I Use It?

If you are looking to "saturate" an entire area, ensuring that every household gets a mailpiece, then the Occupant Mailing List is the list to use. But understand that occupant lists have evolved in a sophisticated manner over the years to include the following enhancements: 1) The ability to select along any geography imaginable-all the way down to the zip+4 level. 2) The ability to select along dwelling type (single family homes, apts, hi-rise, po boxes, businesses, and seasonals) 3) The ability to select by income, home value, and a dozen other demographic criteria. 4) The ability to have NAMES appended to the address record where available. So you can add a name instead of just "Occupant". 5) The ability to qualify for the very lowest postage rates the USPS offers, because the list is maintained in "walk sequence order." 6) The ability to actually see your coverage selections on a map. New mapping tools now allow you to create precision lists on any criteria above.

I recommend: dietrich-direct.com for both the occupant and consumer mailing list development.  Their experience and strategy development comes from over a decade of experience working with major retail and restaurant giants such as Bed, Bath And Beyond, Macys, Dominos, Kentucky Fried Chicken and many others.  These retailers use sophisticated targeting techniques using a traditional occupant database and DietrichDirect can apply an incredible experience base and knowledge to your efforts as well. They offer free consultations, quotes, residential mailing list recommendations, and a critical review of your creative.

The complimentary consultation they provide is enlightening and well worth your time.  And the level of service they provide is like having your own direct marketing expert right across the hall.

They maintain an up-to-date database of every single deliverable address in the US with all of the features mentioned above.  And the pricing is the most competitive around.

What Is A Consumer Mailing List And Do I Use It?

Here are 3 situations for using a Consumer file. 1)If reaching specific individuals by their full name is critical to the context of your campaign. 2) If you need to develop your prospecting list with several demographic and lifestyle variables. A typical Consumer file has over a hundred demographic and behavioral variables. 3) If you need a prospecting list for telemarketing purposes, then a Consumer file will have phone numbers available (passed against the DNC lists of course). Note that your postage costs for mailing against these lists are typically a bit higher than if using an Occupant Mailing List. A list industry professional should be able to show you a comparison of the ROI potential between these two lists. On one hand, while the costs of an occupant mailing list are usually lower than a Consumer List, the ability to more precisely target using a Consumer Mailing List could generate a higher response rate (and thus may actually be more cost effective

I recommend: DietrichDirect again for any type of residential mailing lists.  There are other competent mailing list companies as well...just check the Direct Marketing Association's website - www.the-dma.org to locate a reputable list provider.

The critical factor in choosing a list provider is the experience of the people you are working with on the other end.  And it's important to realize that the really helpful advice that you may seek from larger list companies is usually always located at phone extensions that you'll never find.  Instead, you may end up stuck with an "order-takers" - folks that are courteous but don't quite have the business moxey and a keen understanding of the direct marketing process.  They can definitely sell you a list, but they may not be able to sell you a successful list. 

With just one phone call, you'll realize that DietrichDirect is in a class by itself.  They really go "above and beyond the call of service" with their clients.  

Tips & Tactics
Helpful advice for making the most of this Guide

• When you reach a qualified list professional, be prepared to discuss what you're are trying to accomplish.
• Don't assume that the cheapest list won't outpull a more expensive list...and vice versa. Cost and response rate are not as important as how well the list actually converts traffic into customers (Return On Investment). You want SALES not TIRE KICKERS!
• Occupant mailing lists have evolved significantly over the years. Major retailers use them almost exclusively for their direct mail prospecting efforts. And they may be right for your product or service offering as well.
• As a with advertising message, repetition is key! You're missing the mark and impact direct marketing can have if you approach it as a one-off proposition...repetition, repitition, repetition.