How to Find Addresses for Direct Mail?

Unlike broad advertising channels like TV or newspapers, direct mail allows you to reach a specific audience with tailored messaging and offers.  

But for your direct mail campaign to be effective, you need access to a quality mailing list. Without accurate addresses and relevant recipient data like demographics or purchase history, you'll waste money sending mail to people who aren't interested.

But how do you find addresses for direct mail? Here are some great ideas to help you out.

Buy an Address List

One of the easiest ways to obtain addresses for your direct mail campaign is to simply purchase a mailing list.

There are many companies that specialize in selling targeted mailing lists based on demographics, geographic location, income level, interests, and more. 

For example, you can purchase a mailing list from companies like Melissa Direct or Data Axel that contains addresses of people within a certain income bracket or neighborhood.

Some list providers let you filter by age, gender, presence of children in the household, home ownership status, and many other parameters so you can laser target your outreach. 

When buying an address list, think carefully about who your ideal customer is and what list criteria would help you reach them most effectively.

The larger and more specialized the list, the more it will cost, so focus on quality over quantity. For instance, a list of 5,000 homeowners on the Upper East Side of Manhattan will give better results than 50,000 random addresses across the whole US.

Make sure to closely review any lists you purchase. While reputable mailing list providers adhere to accuracy standards, there will inevitably be some incorrect or outdated addresses.

If possible, request a sample of the list and validate the addresses through the USPS National Change of Address (NCOA) database before making your full purchase. This helps maximize deliverability.

Rent an Address List

Renting an address list can be a good option if you only need to send a one-time mailing campaign.

There are services that allow you to rent mailing lists based on different demographic factors like geography, age, income level, interests, etc. 

They provide mailing lists segmented by demographics, interests, lifestyle, and purchase behaviors.

Renting a targeted mailing list for one-time use can be cost effective compared to buying a full list. Just be sure to use a reputable provider and pay close attention to selection criteria, accuracy, and data quality.

Leverage Your Existing Customer Data 

One of the easiest ways to build a mailing list for direct mail marketing is to start with the customer contact information you already have.

If you have an existing business, you likely have a database of customer names, addresses, phone numbers, and email addresses.

Here are some tips for using your customer data to create a direct mail list:

• Export your customer contact data into a spreadsheet. This will allow you to easily view, organize, and filter the information.
  
  
• Remove any duplicate contacts. Deduplicating will ensure you don't mail the same person multiple times.
  
  
• Add additional fields like customer lifetime value, purchase recency, etc. These extra data points can help you segment and target your list.
  
  
• Delete contacts who have opted out of mailing lists or direct marketing. You want to avoid sending mail to people who don't want it.
  
  
• Verify the addresses are formatted properly and are valid mailing addresses. Mail sent to wrong or incomplete addresses is wasted. Consider running your list through an address verification tool.
   
• Remove incomplete records that are missing key information like names, addresses, etc. These contacts won't be mailable.
  
  
• Segment your customers based on criteria like purchase history, location, demographics, etc. You may want to target different segments with different direct mail pieces.
  
  
• Consider appending additional demographic or behavioral data. Added data about your customers' gender, age, interests, etc can further refine your direct mail targeting.

Obtain Mailing Lists From Industry Partners or Associations

If you belong to any professional associations, industry groups, or have partners in your field, consider reaching out to ask if they are willing to share their member/customer mailing list or help you obtain one. 

For example, if you own an Italian restaurant and want to send coupons to households, consider contacting the local Italian American Society or Italian food importers to see if they can share a list of members or customers.

Or if you run a plumbing business, check with your suppliers or fellow plumbers to see if they can assist with finding local mailing addresses.

Use Reverse Lookup Tools to Find Addresses   

Reverse phone and address lookup tools allow you to search for physical addresses and other contact information by inputting a phone number, name, or email address.

These lookups tap into public records databases, phone directories, and people search sites to find associated names and addresses. 

Compile Your Own Mailing List Through Research

If you prefer a more hands-on approach, you can compile your own mailing list by conducting research. This method requires more effort but can lead to a highly targeted and relevant list of addresses for your direct mail campaign.

Here's what you need to do.

• Define your target audience. Identify the demographics, geographic locations, or specific interests relevant to your ideal customers. This will help you focus your research efforts.
  
  
• Utilize online resources. There are numerous online tools to help you find addresses for your target audience, such as property tax records, business directories, social media profiles, and local government websites. Some popular options include the Yellow Pages, LinkedIn, and city or county property tax databases.
  
  
• Visit relevant locations. You can also gather addresses by visiting areas where your target audience is likely to live, work or shop. For example, if you're targeting homeowners, you can drive around neighborhoods of interest and note the addresses of homes that meet your criteria (e.g., recently sold or under construction).
  
  
• Network and attend events. Attending trade shows, conventions, or local networking events can provide opportunities to meet potential customers and collect their contact information for your mailing list. Bring business cards or sign-up sheets to make it easy for people to provide their addresses.
  
  
• Maintain your mailing list. As you collect addresses, be sure to keep your list updated and properly formatted. Remove any outdated or undeliverable addresses, append demographic data, and segment the list as needed.

Subscribe to Third-Party Data Services

Another option for finding addresses is to subscribe to third-party data services that specialize in providing targeted mailing lists for businesses.

These companies offer a variety of data products that include addresses, demographics, and other relevant information.

When choosing a data provider, consider the following factors:

• Reputation and experience. Look for a reputable provider with a good track record in direct mail marketing. Read customer reviews, check their industry affiliations, and ask for case studies or references.
  
  
• Data quality and accuracy. Mailing lists, even from reputable sources, can contain outdated or incorrect information. Clarify how often the provider updates its data and what accuracy guarantees they offer.
  
  
• Pricing and contracts. Compare the pricing plans of different providers, and make sure to consider factors such as subscription fees, per-record costs, and minimum order requirements. Be aware of any contractual obligations and cancellation policies.
  
  
• Customer support and training. A good data provider should offer responsive customer support and resources for using their services effectively, such as webinars, training sessions, or in-depth documentation.

Make Use of Address Verification and Address Cleansing Tools

Once you have compiled a mailing list, it's crucial to validate and clean up the address data. Address verification and cleansing tools can help you achieve higher deliverability rates and reduce wasted postage costs.

1. Address verification tools. Services such as SmartyStreets, Lob, or Experian offer API-based or batch address verification. These tools standardize and validate mailing addresses against USPS databases, ensuring your mail reaches its intended recipients.
   
   
2. Address cleansing tools. These tools correct, standardize, and delete inaccurate or duplicate records from your mailing list, improving overall data quality. Examples of address cleansing tools include DataSoap, TrueNCOA, and DataAxle.

Every Door Direct Mail (EDDM) - A Hassle-Free Alternative

While the traditional methods of finding addresses for direct mail campaigns are effective, they can be time-consuming and costly.

This is where Every Door Direct Mail (EDDM) by the United States Postal Service (USPS) offers a unique solution. EDDM allows you to reach every household or business in a specified area without the need for specific addresses.

This method is particularly beneficial for local businesses aiming to target customers in their immediate area.

How Does EDDM Work?

• Select Your Area: You can use Taradel's audience targeting tool, Mapfire,  to choose the neighborhoods you want to target by zip code, city, or specific postal routes.
  
  
• No Need for Addresses: The beauty of EDDM is that you don't need to have individual addresses. Your mail will be delivered to every address along the chosen routes.
  
  
• Design Your Mailpiece: Your direct mail piece should comply with EDDM size requirements. The content can be tailored to a general audience in your selected area. Taradel provides FREE EDDM postcard templates guaranteed to meet USPS standards and print with optimal results.
  
  
• Cost-Effective: EDDM is often more affordable than traditional direct mail, especially when considering the elimination of the cost of buying or renting address lists.

Final Remarks

Finding addresses for direct mail is an important step in ensuring the success of your mailing campaigns.

By exploring various methods, such as buying or renting mailing lists, leveraging existing customer data, networking, or subscribing to third-party data services, you can create a comprehensive and targeted mailing list.

Don't forget to maintain address accuracy by using address verification and cleansing tools to ensure maximum deliverability and minimize wasted resources.