Step 2: Select and Target Your Mailing List
Once you’ve defined your target audience, you have the choice to rent or buy a targeted list of clients. Again, when you do this, you give a set of target demographics to a list owner, and they will construct a targeted list for you.
If you buy a list, you own it, and you have the option to send as many mailings as you wish to the potential customers on it. Although buying a list is cheaper than renting it, purchased lists are compiled by list owners who have no relationship with your target audience. Therefore, a purchased list is often less accurate. With a purchased list, expect to have some of your direct mail pieces returned to you because the addresses are out-of-date or inaccurate.
Rented lists ...
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