All posts by Jenny

What to Expect from Your Mailing List

When you purchase a LeadsPlease Mailing List, you can rest assured that you will be using a quality mailing. Your next step will be to mail your campaign. But before you get started, we wanted to share a few thoughts with you about the sort of deliverability and response rates you can expect to see from your mailing.

We love to hear from you! So please feel free to contact us at any time, with any questions, feedback, comments and direct mail success stories!

Deliverability

Deliverability is the percentage of mail pieces that you can expect to get delivered.

  • What deliverability can I expect? 
    • Consumer / New Homeowner / New Mover Lists  – 95+% Deliverability Guarantee
    • Business Mailing Lists – 92+% Deliverability Guarantee
      • You can expect these high deliverability rates when you mail your campaign within 30 days of purchasing your list and address your mail correctly.
      • If you have any questions about how to address your mail correctly, we suggest visiting the USPS Addressing Tips & Tools section of the USPS website.
  • Why won’t 100% of my mail get delivered? Why should I expect some returned mail pieces?
    • Although we perform extensive tests to ensure the highest quality data possible, there will always be a small number of undeliverable mail pieces/returned mail for various reasons that are out of our control:
      • Millions of Consumers and Businesses move every month, and if they don’t provide a forwarding address to the USPS, their mail cannot not be forwarded and will get returned to the sender.
      • Postal inaccuracies.
      • If a house is vacant, the postman is not allowed to deliver the mail and the mail will be returned to the sender.
    • “Or Current Resident” and “Or Current Occupant” 
      • You can increase deliverability by adding the words ‘Or Current Resident’ to a Consumer mailing address and ‘Or Current Occupant’ to a Business mailing address. If a person or business has moved location, your mail will get delivered to the current resident/occupant. 

 Response

  • How do I get the best response rate from my mailing?
    • A quality mailing list is definitely one of the first steps in building a successful direct mail campaign; but the overall response rate that you can expect from your mailing, ultimately depends on a combination of elements:
      • Quality List
      • Design
      • Copy
      • ‘Call to Action’
      • Offer or Discount
      • Images
      • Personalization
      • Honesty
      • Timing
      • Repetition
  • What response rate can I expect from my mailing?
    • According to the DMA (Direct Marketing Association), you can expect to see anywhere between 1-9% response rate from direct mail. Of course, a successful direct mail campaign, as you read above, relies on a variety of factors, so every campaign will have a different response rate.
  • How do I know if my mailing was a success?
    • Every mailing has a different goal, so as long as you see the results that you were looking for you can declare your direct mailing a success. Some obvious benefits and attainable goals for a direct mail campaign are:
      • Finding and gaining new customers
      • Increasing sales
      • Building brand awareness
    • Gaining 1 new customer can often make an entire mailing a success – especially if this 1 customer becomes a loyal, repeat, life-long customer that purchases again and again.
    • So remember, it’s not always just about gaining immediate short-term sales , it’s about building your customer base and getting them to come back again and again.

What is ‘Deliverability’?

Deliverability is the percentage of mail pieces that you can expect to get delivered.

The higher your deliverability, the less returned mail pieces you will have returned to you.

Since people and businesses move location every day, you will always receive a small percentage of returned mail pieces when you do a mailing. One of the ways to help keep your deliverability as high as possible is to use your list within 30 days of purchase.

If you mail your mailing piece within 30 days of purchasing a list from LeadsPlease, and address your mail according to USPS standards, you can expect the following deliverability rates:

  • Consumer : 95+%
  • Business : 92+%
  • New Homeowner: 95%
  • New Mover : 95%

Please visit our Blog post to read more about the LeadsPlease Deliverability Guarantee.

Why won’t 100% of my mail get delivered? Why should I expect some returned mail pieces?

Although we perform extensive tests to ensure the highest quality data possible, there will always be a small number of undeliverable mail pieces/returned mail for various reasons that are out of our control:

  • Millions of Consumers and Businesses move every month, and most of them do not provide the Post Office with a forwarding address. If they don’t provide a forwarding address to the USPS, their mail cannot not be forwarded and it will get returned to the sender.
  • Postal inaccuracies.
  • If a house is vacant, the postman is not allowed to deliver the mail and the mail will be returned to the sender.

Why does LeadsPlease have a higher deliverability rate than other mailing list companies?

We take our data quality extremely seriously and take great pride in being able to provide our valued customers with the highest quality data that’s available. Our deliverability rate is higher than a lot of other list providers, because we take extra measures to clean, and test the data more frequently than most other companies. Here are some of the steps that we take:

  • We perform rigorous independent USPS tests to ensure that all our mailing addresses and contact names are correct and viable.  (NCOA 48, CASS, DPV.)
  • We are partners with Experian, the largest and most trusted data compiler in the USA. Experian ranks each record with a ‘reliability code’, based on the amount of information/data available to them. The ‘reliability code’ for each record is ranked between 1 and 10, 1 being extremely reliable, 10 being the most unreliable. LeadsPlease only loads the most reliable records (1’s and 2’s) into the LeadsPlease system in order to provide our customers with the most accurate and reliable data.
  • We test massive sample lists from various locations across the USA prior to loading each new release of Experian data into the LeadsPlease site. We then analyze each of these mailing lists using our own postal hygiene software and run a complete analysis to make sure each list is highly deliverable. The data is only made available on LeadsPlease after each database has been tested thoroughly and we can guarantee a deliverability of 95%.