Baby Mail

In this post, Ann Padley explores direct mail mistake #1: Having the wrong people on your mail list ...



My husband and I fit the young professional, career-loving demographic. We love to try new things, seek adventure and eat really good food. Now, I’ll get personal for a moment; we kind of have a “babies don’t travel well” mentality (i.e.: we’re good with a dog for now).

Now, to my point.


Two weeks ago I received a full box of baby formula in the mail (I’m told it has an estimated street value of $49). Yesterday I received my first of a 12-month subscription to American Baby magazine and a survey about my favorite baby products.


I get angry every time this happens (occupational hazard I suppose), “THEY ARE WASTING THEIR MARKETING DOLLARS!” While it’s true I’m the "demographic," this is not an acceptable excuse. (And, it became even less so when I found out BDC’s madrigal singing, fun-loving, college Freshman, summer intern is on the same mail list).


Now stop and think for a moment. Is this what is happening to your marketing dollars? Are you sending proverbial baby formula to college freshmen?


I went directly to the source – the United States Postal Service website - to find some handy direct mail tips to pass along to you. Here are a couple articles from their Deliver Magazine that might interest you:


10 Direct Mail Mistakes to Avoid (http://www.delivermagazine.com/2010/12/10-direct-mail-mistakes-to-avoid/ )


List Hygiene: Your Smartest Move (http://www.delivermagazine.com/2010/09/list-hygiene-your-smartest-move/)


- Ann