I spoke with the owner of a large mortgage firm recently about how to improve his marketing efforts. To his credit, he’s still finding a way to make internet leads work for him- actually it’s all he’s ever known. Tired of being the 87th company to call on the same leads he asked for some advice. Give direct mail another try. You see, he did try a test batch some time ago and quickly concluded that it didn’t work. What happened? He “saved” money by using a cheap set of data records. That was his mistake. He’s not alone. In todays tough economy business people are cutting corners wherever they can, sometimes being penny-wise, pound foolish, buying cheap data records. The most important part of a direct mail campaign is not the copywriting. It’s not the color of the envelope. It’s the list that you mail to. You can have the most compelling offer for your prospect, but if you’re sending that offer to someone that’s not ready to “buy today”, then you’re wasting precious marketing dollars. The take away here? Don’t skimp on lists. Find the list that best matches your offer and watch your response rate soar.

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