Do's

1.  If you have a current database, think about utilizing a service that will append demographic, life-style and other characteristics to your file.   This information will help you determine who will most likely respond to your offer.

2.  If you do not have a current database, plan out a logical approach to purchasing the best list.  Decide whether men or women, singles or households, age groups, income groups, or certain life-style characteristics will be best suited to receive your offer.  Once you decide, test different offers and make adjustments as needed.

3.  When you are ready to order your list find out as much information as you can about the list you want to purchase.  For instance, from what sources is their information obtained, how accurate is their information (names, addresses, phone numbers, etc...), how often is their information updated, and how is their information verified.

4.  Find out if your list contains multiple names for one household.  You may or may not want to mail more than one person in the home.  Should you not want multiple household names, make absolutely sure you specify this.

5.  If you want to mail your list more than one time, make sure you purchase your list for multiple use.  Mailing companies put a tracking address in your list.   Should you mail more than once to a single use list, you will be fined.

6.  Make sure to receive only the names and addresses of those who are guaranteed delivery, or in other words ZIP+4 coded.  This will insure the addresses you receive are accurate.

7.  Track... Track... Track... your response.  Develop an approach to obtaining specific information from those who respond to your offer.  With this information, you can be even more specific when purchasing future mailing lists.

Don'ts

1.  Never guess at who will purchase your products and/or services.   Guessing is very risky and generally does not generate the response you're looking for.

2.  Do not mail to your list one time.  Often, it takes at least three times for prospects to recognize who you are and what you have to offer.

3.  If it can be avoided, do not mail to a non-targeted group.  A business such as a pizza place generally mail to this type of group.  For them, this makes sense as just about any group likes pizza.  For most businesses this approach is generally disappointing.