What you need to know about mailing lists


In our fast-paced digital world, where communication is instant and information is abundant, mailing lists have managed to stand the test of time. For businesses and organizations mailing lists remain a powerful tool for connecting with a target audience, fostering relationships, and driving engagement.


We're going to explore the nuances of mailing lists and understanding how to set them up properly.


What is a mailing list

A mailing list is a collection of names and addresses (including physical addresses and email addresses) used by an individual or an organization to send material to multiple recipients using a direct mail campaign. A mailing list is generally compiled from people who have showed interest in your business or products and filled out a form or from a purchased list. 


Mailing lists can be broken up into different categories to help you target better during campaigns. You could have one called “newsletter” and another called “club members.” This allows you to better know who you should send a particular piece of direct mail or email to.


Why you should have a mailing list

Having a mailing list is crucial for businesses as it offers a direct and personalized way to connect with your audience. Unlike social media platforms that can change algorithms or restrict reach, a mailing list ensures your messages reach the right people, enhancing engagement and fostering customer loyalty. It provides a platform for targeted communication, allowing you to send relevant content to specific segments of your audience.

Moreover, owning a mailing list means having control and independence in your communication strategy, making it an invaluable tool for building relationships, driving sales, and maintaining brand consistency.


How to gather information and set up your mailing list

Creating a mailing list requires a few essential components. First, you can purchase a mailing list. This can be done using a direct mailing list broker and in a way that allows you to choose your target audience, including location, age, household income, etc.

And if you're interested in purchasing a list, Aradius Group can help! This might look like finding new people who will respond to your business initiative, combining lists (merging) and cleaning out old contacts (purging), removing identical entries (deduping), dividing your target market into smaller, more defined categories and finding ways to fine tune your current data. We will look at your current database to optimize performance, shore up any gaps and provide full scope data services to make your next direct marketing campaign your best yet. 

Additionally, you can create one from customer data that you already have. This could be from customers who have already purchased from your company in the past or someone who has signed up through a form on your website. Using customer data you already have is a great way to figure out who your customers are and who you should be targeting. 

Once you've decided if you'd like to purchase a mailing list or create a consumer mailing list from your customer data, you're ready to enter all of your information into a mailing list database. As you're entering information, you'll want to make sure you have everything required by USPS in order to be properly CASS™ certified. Those fields include, name, company, address 1, address 2, address 3, city, state, zip and country.  This database will work to keep all of your new information organized and easily accessible for future use. Now, you can start using your data for your next campaign! 


*CASS™ (Coding Accuracy Support System) Certification is a program that tests the accuracy of address-matching software and improves the accuracy of postal coding.  


Different types of mailing lists

As you begin to better understand what you need for mailing lists, it's important to know what different types of mailing lists exist that you can consider for your business. Mailing lists can be categorized in various ways, depending on the purpose and criteria used to compile them. Here are some common types of mailing lists:


Demographic-based lists 

Lists that are segmented based on demographic criteria such as age, gender, income, education level, or other characteristics. These lists help marketers tailor their messages to specific groups.


Business mailing lists

Business mailing lists contain contacts within companies and organizations. These lists may be segmented by industry, company size, job title, or other relevant business criteria. They are often used for B2B (business-to-business) marketing.


Geographic lists

Lists organized by location, such as city, state, or country. These can be useful for local businesses or organizations targeting specific regions.


Newsletter subscribers

These lists consist of people who have subscribed to newsletters, whether they are from companies, websites, or other organizations. Newsletter subscribers are generally interested in receiving regular updates and content.

The takeaway

In conclusion, mailing lists are a cornerstone of effective communication. By understanding their nuances, building quality lists, engaging subscribers, measuring success, and staying compliant, you can harness the full potential of mailing lists to connect with your audience, foster relationships, and achieve your goals.

So, start curating your mailing list today, and watch your communication efforts reach new heights.