Simple Strategies for Picking Lists

Of all the elements that go into a direct mail effort, the most important single purchase is the list, according to direct-marketing consultant Paul Goldberg. There are two ways to order lists, he says: Use a broker or do it yourself.

“By broker I don’t mean an organization,” Goldberg explains. “Basically, all brokerage companies are the same. They have access to the same mailing lists; they charge the same prices; their data cards are more or less the same. Instead, choose a list broker for the specialist working there.”