The Importance of Quality Over Quantity in Mailing List Rentals Macromark 2017-03-22 06:41:12 Our Blog

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    The Importance of Quality Over Quantity in Mailing List Rentals

    Feb 7 | By:  Categories: Our Blog

    E-mail and direct mail (postal) list rentals are a popular way for brands to market their products and services because they work. In 2013, 65% of all consumers bought something as a result of a piece of direct mail.1

    And size doesn’t matter. According to the U.S. Postal Service, postcards are the mail format potential customers are most likely to scan or read. But whether they choose to market their products or services with traditional mail or e-mail, businesses only have a few seconds to get their initial message across.

    This is why it’s imperative that brands get their message into the right hands. Using your in-house direct mailing list and e-mail list is a great start, but they can be limiting; after all, they’re made up of people who already know about your business. To grow, brands need to reach out and connect with people they don’t know yet—a hard task to accomplish organically.

    A mail vendor like Macromark has been developing its databases and refining its targeted list selections for decades. On top of that, the number of both mailing lists and e-mailing lists is constantly growing and being refined, making them the most effective targeted marketing tools possible.

    It’s All About E-Mail List Hygiene

    While e-mail blasts on their own are relatively easy to do, if they’re not targeted, their success rate is less than stellar. The average response rate for e-mails is just 0.12%. Why so low? Because people don’t want to read something they don’t care about. According to some of the most recent data, roughly 100 billion spam e-mails are sent to inboxes every day, and almost 10% of those contain dangerous malware.2

    This is just one of the reasons why consumers have strict spam filtering controls on their accounts. It’s also one of the reasons why it’s important for brands that use e-mail as a marketing tool to practice regular list hygiene for their e-mail list rentals.

    E-mail list hygiene involves regularly monitoring and streamlining an e-mail list, which can be very time-consuming. By whittling down the number of recipients on an e-mail list, brands can make their e-mail marketing campaigns more effective.

    But again, regular e-mail list hygiene takes time; renting an e-mail list, on the other hand, can increase the brand’s pipeline and open up a world of previously untapped marketing possibilities. That’s because targeted e-mail list rentals only go to interested, qualified customers. Not surprisingly, e-mail marketing list rentals made up of quality, targeted subscribers outperform so-called batch-and-blast communications.

     Direct Mail is the Most Effective Cost Per Lead Acquisition Media

    E-mail list rentals are the quickest way to reach new customers, but that doesn’t mean businesses should skip putting printed material in the mail entirely. While the raw cost of using traditional mail is higher than an e-mail, the cost per lead is in line with pay-per-click e-mails and significantly less than telemarketing.

    Today, list rental campaigns are getting more creative. Thanks to their high conversion rate and long shelf life, targeted mail list rentals are most effective when they are optimized with personalized information. That’s because consumers are savvier; gone are the simpler direct mail marketing days where you could just tell someone to buy your products.

    It’s About Targeted List Rentals

    Businesses might know their products inside and out, but it’s tougher to know what your ever-evolving target audience is thinking. A direct mailing list rental company with a proven track record can help brands keep up with the speed of business.

    When it comes to the most successful direct mail list companies, it’s about the variety, depth, and breadth of the databases. List rental fulfillment is about getting a clean mailing list that contains the most up-to-date and valid addresses; after all, databases are only as strong as the names that go into them.

    Macromark has access to more than 70,000 lists and databases for brands looking to enhance their marketing footprint. Macromark mailing lists can help brands reach every business and address in their geographic area or point of interest. Their lists can also be segmented by company size, home businesses, contact name, and more.

    Whether you’re looking for direct marketing options or new multimedia business solutions, Macromark has the right information, staff, and tools to help your business in whatever capacity it needs. For more information, contact us at (845) 230-6300, e-mail us at, or check out our web site at


    1.“Why Direct Mail Still Yields the Lowest Cost-Per-Lead and Highest Conversion Rate,” Online Marketing Institute web site, June 13, 2013;

    2.Goldman, J., “Almost 100 Billion Spam E-mails Sent Daily in Q1 2013,” eSecurity Planet web site, May 3, 2013;

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    David Klein

    David Klein is CEO and President of Macromark, Inc. David has a rich and deep background in direct response marketing. His experience comes from being a consultant and list broker with more than 25 years in the Industry; working with several hundred different clients in just about every industry, market or niche found in direct mail. David is a graduate of the University of Illinois with high honors advanced degree course work in Marketing Communications from Roosevelt University in Chicago. Part of Macromark’s vision is to help its clients succeed in their acquisition efforts for finding new customers regardless of the marketing channel or media used. Add me to your G+