Direct mailing lists are more cost-effective than ever

The first quarter of any new year is when marketers decide where to dedicate most of their promotional funding. Those who pay close attention to the dollars and cents may be able to find ways to improve sales, customer relations and brand recognition.

While many professionals have turned to online marketing as a savvy way to increase advertising, direct mail marketing may have just become an even more influential tactic in 2012.

According to Worldata's Winter 2011 List Price Index, which was released on February 8, 2012, there has been more than a 12 percent year-over-year drop in pricing for permission-based small-and medium-sized business mailing lists in the United States. What's more, the Index also noted a 10.4 percent drop for permission-based medium and large business consumer mailing lists.

Organizations can take advantage of the lower-priced direct mailing lists and begin to engage with consumers in various ways. With a lower rental premium, marketers can focus more funding on designing unique campaigns that cater to a wide array of demographics. It seems while many marketers are using online platforms to boost sales, direct mail still may be the leading marketing tactic in the United States today.