The terms "Direct Mail" and "junk mail" are often used interchangeably. The fact of the matter is, they're two completely different entities.

A baseball catalog mailed to a little leaguer, a flyer announcing the opening of a gourmet food store mailed to a chef – when you send something compelling to the right target, they'll respond positively to that offer. YOUR offer. That's the power of Direct Mail.

However, you could have the greatest product in the world, but, when the offer is mailed to the wrong target, it quickly becomes "junk mail." For example, hair products to a bald man. A dog catalog to a cat lover. Information about a preschool program to a senior citizen.

Remember, if you haven't put your package into the right hands, you've wasted money getting it there.

The truth is, "junk mail" is nothing that can't be cured with a decent list. That's why the list is a key component of your Direct Mail program. And why it's so important that you carefully consider the criteria for selecting it. Your list can actually determine the overall effectiveness of your entire Direct Mail effort. It makes sense when you consider that the list reflects those people you consider to be YOUR audience. Through targeting, it's possible to match your product or service precisely to the needs, interests and buying patterns of the audience most likely to buy. This is why many experts in the field have said that of all the elements in a Direct Mail campaign, the quality of the list accounts for 40% or more of its success.

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