Careful consideration should be taken when determining who your direct mail audience is.  You may have the ideal direct mail offer that pulls at the heart strings of a good prospect, but if mailed to the wrong audience, the mail piece may end is zero sales leads.  Likewise, mailing to the perfect audience and with a lack-luster offer could also end in little to no sales lead response.

One way to define your direct mail audience is to through mailing list data modeling.  Data modeling is a process of using a mailing list of existing good customers to better understand who to mail to in order to find new customers.  Done correctly, data modeling can segment your existing customers as defined by what they’ve purchased, how frequent they purchase, and how much they spe...

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