The Difference Between Mail and Direct Mail

The purchase of an outside list of names and addresses distinguishes bona-fide direct mail campaigns from ordinary mailings. Mailing regularly to your existing database of customers and prospects is

a good way to reactivate accounts, uncover new leads, and generate new business from customers. All you need for an in-house mail campaign is a customer or prospect database, postage, and enough motivation to get the mail out the door. You may also have to enter the business cards in your Rolodex into a database or spreadsheet program.

Direct mail is an established industry that buys, sells, trades, and maintains mailing lists. The smallest lists available generally consist of 5,000 names or more. Of course, you aren't obligated to use all the names. You need more capital to take advantage of direct mail resources, and brokers generally charge around $100 per 1,000 names. But your potential to reach new customers increases exponentially with the introduction of an outside list.