Residential Mailing Lists
Residential mailing lists are seen by some businesses as the most important part of their marketing activity. Residential mailing lists contain the names and addresses of people that reside in housing areas, as opposed to industrial or commercial areas. Due to the nature of the inhabitants of these areas, residential mailing lists should predominantly be used by businesses/people who are wishing to engage with end consumers. This type of activity is commonly known as b2c (business to consumers) as opposed to b2b (business to business).
A major advantage of residential mailing lists is the detail in which they can be broken down. For example, it is possible to target your mailings at female pet owners between the ages of 30-40. Other popular criteria for filtering lists are income, geography, age, children’s age, education, credit card holder and there are plenty more.
When choosing a company to purchase your mailing lists through, it’s vitally important that you can choose data specific to your target audience. Good residential mailing lists can be a great source of business leads but care has to be taken otherwise costs can spiral. If they mailings are targeted at an incorrect group, then it may cause great offence. For example, it would be a waste of resource to promote Christian products in a Jewish area.
Mailings lists that are poorly targeted at the wrong demographic for example, are likely to result in a lower than average conversion rate that therefore increases the cost per lead of the campaign. Poor management will often blame such failure on the quality of the list itself, but more often than not the poor performance is caused by purchasing a list that was not fit for purpose. For this reason it’s important to work with a good direct mail list brokers who should be able to advise on such issues.
The design of a mailing lists intended for residential recipients should be different to a mailing list being sent to business. As recipients of residential mail are in their homes, they normally have more time to read promotional material, so the sender is able to go into more detail about their products/services. Care should be taken to ensure the mail is eye catching, and also contains a ‘call to action’ prompting a desired action of the recipient.
This covers all you’ll need to know about residential mailing lists for now. Please feel free to get in touch if you have any further questions or anything requires clarification.
