Why are direct mail lists considered to be the backbone of campaigns?

Both the accuracy and definition of the list can have a significant bearing on the success or failure of a campaign. It is estimated that as much as 60% of the success or failure of any mail campaign hinges on the database that is used. Companies recognize that it costs much more to acquire a new customer than it does to keep an existing one. As a result, companies are compiling databases to keep track of existing customers and are forming relationships with them through the mail and through electronic means. Direct mail lists are secured from both internal and external sources.

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