Wanted: Fresh Names

Sometimes, you have no alternative but to build the list you’d like to mail. Plenty of low-cost alternate media exist to help you drum up prospects and even orders. While the costs associated with these channels are generally cheaper than solo direct mail, the response rates tend to be lower, too.

When determining which alternate media to use, undergo the careful analysis you would devote to researching a response or compiled list. Plus, you need to look for compatibility with certain media. Catalog companies in lower-end markets can make more alternate media work, says Mokrynski & Associates’ Kupfer, but those in the mid-range typically fare better with blow-ins, bind-ins and package insert programs for lead generation.