First of all, the best firms out there offer direct mailing lists that are heavily segmented. This means the data are broken down into several subcategories that go well beyond the basics of household income, age, and number of family members and delve into things like lifestyle categories, special interests, length of residence, or even ethnicity of surname. The more information I have, the easier it is for me to make marketing decisions regarding my prospects. A second quality that I look for in a firm prior to purchasing their direct mailing lists is the freshness of the data. Some of the more unscrupulous companies out there are content to sell information that is a year or more out of date, which of course renders the leads virtually useless to serious marketers that are going after high sales volume.
Tags: Wealth, General, Advertising, Marketing