Direct Mail Journal

Direct Mail and Marketing Tips

It’s Only Junk Mail If …

“For those in the business of direct marketing by post, the term ‘junk mail’ couldn’t be further from the truth.

“‘It’s only junk if it’s not relevant to you,’ explains Belinda Neal, a partner at London-based direct marketing agency 21:12. ‘And if it’s not relevant, that’s due to poor targeting.'”

– from “The Subliminal Secrets of Junk Mail” on the BBC website

Targeting is at the heart of every successful direct mail campaign.

You may have the best mailing package with great copy and fabulous design … but without the best list, you will not get the response you need to grow your business.

The best list is your own “in-house” list of customers and prospects.

Unfortunately, not many companies capture the names and addresses of customers and of prospects for mailing purposes.

If you don’t have an in-house list, or if you are looking to find new customers or prospects, you can purchase targeted customer or business mailing lists.

You can purchase lists that are targeted by geographic location and/or by demographics to find a list that matches your needs.

But here’s where you need to be careful.

When it comes to getting targeted lists, most people begin looking for a “list broker.”

List brokers are people who act as middlemen between people who have lists and people who need lists.

As with any “agent” business, some agents are good at what they do.

Some are bad at what they do.

And some are … well, shall we say … less than scrupulous.

But ultimately – good, bad, or ugly – the list broker has a single focus: to sell you a list.

Nothing wrong with that.

Except you aren’t there *just* to buy a list.

You are there to have a successful mailing campaign.

So while ultimately you may need a list broker, it may not be the best “first stop” when it comes to creating a successful mailing campaign.

Instead, there are two better choices:

1. Online, Do-It-Yourself

If you have a clear idea of the type of targeting you need, you can cut out the middleman and get the list yourself online.

We offer free online list targeting.

You can enter your criteria through our website, and get an instant count of the number of mailing addresses available and the cost of the list – at no charge and without any obligation to purchase.

The only thing you’ll need is a free account on our site.

You can sign up for your free account here:

2. Work with a direct mail specialist

Instead of a list broker, who narrowly focuses on selling lists, it just makes more sense to work with someone can help you every step of the way in direct mail.

You don’t want someone who just dumps a list on you and then lets you struggle through the rest of the process.

Instead you need someone who has a vested interest in seeing you and your mailing succeed.

You need someone who can help you through every single step of your entire campaign, from targeting to mailing piece design to response tracking, be a success.

That someone is a direct mail specialist.

And right now, we are offering our daily email readers a free consultation with our direct mail specialists.

Just go here to sign up for your free consultation:



About the Author

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (, the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (, the company responsible for many "industry firsts" in direct mail.


Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!




Sign-up for the Zairmail Newsletter

Receive direct mail tips and insights that can help grow your business, sent right to your inbox.

Sign-up for our email newsletter, and you'll also get a free Zairmail Sample Kit.




Zairmail Direct Mail   1.888.898.0066   503.624.6099

Home     Send Direct Mail     Free Sample Kit     Login

Frequently Asked Questions     Contact Us



© 2003-2021 Cendix Solution. All rights reserved.    Terms and Conditions    Privacy Policy


Zairmail site is secured through GoDaddy SSL Zairmail site is an Authorized Partner with First Data Zairmail is an Authorized Affiliate Merchant with the U.S. Postal Service Zairmail is a Known Shipper with the U.S. Deparment of Transportation Zairmail is PayPal Verified Zairmail is a member of the Direct Marketing Association Zairmail is a member of the Printing Industries of America Association Zairmail is Microsoft Certified Partner Zairmail is a member of the Intel Channel Partner program