Purchased Mailing List Deliverability
How Much Undeliverable Mail Should You Expect From a Purchased Mailing List?
One of the most common questions marketers ask before purchasing a mailing list is how much undeliverable mail they should expect.
The reality is that no mailing list is perfect. People move, businesses relocate, companies close, and new addresses are constantly being created. Even with regular updates and data maintenance, it is impossible for any list provider to track every change in real time.
As a general guideline, the United States Postal Service (USPS) considers undeliverable rates within approximately 10% to be an acceptable range for many mailing campaigns. While lower is always better, some level of undeliverable mail should be expected whenever you mail to a prospect list.
That is why it is important to ask your list provider about their deliverability guarantees before placing an order.
At Modern Postcard, we stand behind the quality of our data. Our Consumer Mailing Lists are guaranteed to be 92% deliverable, while our Business Mailing Lists are guaranteed to be 88% deliverable, provided the mailing is sent within 30 days of the list purchase.
In the rare event that a mailing exceeds the guaranteed undeliverable threshold, we guarantee the full per-piece mailing cost for the difference. Situations like this are uncommon, but we believe it is important for our clients to know that we stand behind our products.
How Can You Improve Deliverability?
While some undeliverable mail is unavoidable, there are several ways to improve overall mailing performance:
- Use a reputable list provider (Modern Postcard) with proven data quality standards.
- Mail soon after purchasing a list to take advantage of the most current data.
- Ask about deliverability guarantees before buying.
- Consider address hygiene services such as NCOALink® processing when mailing to existing customer lists.
- Monitor campaign results and work with providers who continually update their data sources.
The Bottom Line
Purchased mailing lists can be highly effective for prospecting and customer acquisition, but no list will ever be 100% accurate. A small percentage of undeliverable mail is normal and expected.
The key is choosing a list provider that maintains high-quality data, offers clear deliverability standards, and stands behind their products. Knowing your list provider offers guarantees and ongoing data maintenance can provide valuable peace of mind when planning your next direct mail campaign.
By Modern Postcard
Call a Direct Marketing Specialist at 800.959.8365.