lain Murray’s column “How direct mail can get hairy” (MW March 26) is a lesson for all direct marketers in how not to run a campaign. But I must take exception to his point that mailing lists are an imprecise tool.
The lists that we manage for our clients are anything but imprecise. There are a wide range of databases on the market but it’s how direct marketers use the data to get the best, most relevant selections for their clients and ensure the database is relevant to the offer that effects the precision of the mailing. It may be that an investment database is used for a charity offering, a magazine response database for a mail order catalogue, and so on.
The common thread through the lists that we recommend for clients is that they are proven, targeted and relevant. The fact that we traded more than 100 million names in 1997 is proof that targeted lists work.
Using a list broker to advise on the best lists for campaigns is the best way for direct marketers to ensure their mailing is well targeted, and avoid the wrath of Murray.
Sales and marketing director