Only 1 in 10 Marketers Use a Postal List Broker Effectively

In the competitive world of direct marketing, where every dollar counts and response rates determine campaign success, most marketers are still flying blind. Despite the data-driven tools available, only a small fraction truly harness the power of a postal list broker to its full potential. If you’re running direct mail campaigns in Michigan, MI, the gap between average and outstanding performance might just come down to how you use — or don’t use — expert mailing list services.

This blog uncovers the hidden truth behind this underutilized marketing weapon and explains why acting now could give you an unfair advantage over your competitors.

Table of Contents

1. The Missed Opportunity in Direct Mail
2. Why 9 Out of 10 Marketers Fail?
3. What Effective Use Really Looks Like?
4. The Role of Segmentation and Relevance
5. Why Michigan Businesses Need to Act Now?
6. Final Thoughts & How to Gain the Advantage

1. The Missed Opportunity in Direct Mail

Despite the digital age, direct mail is far from dead. In fact, it’s making a quiet resurgence — but only for those who know how to work it. In Michigan and beyond, businesses are rediscovering the tangible power of print. However, there's one problem: sending mail to the wrong people is expensive and wasteful.

That’s where a postal list broker like Net60 Inc. becomes a game-changer. But while access to responsive lists is critical, simply having them isn’t enough — it’s how you use them that counts.

2. Why 9 Out of 10 Marketers Fail?

It’s startling, but true — most marketers fail to use their lists correctly. Why? Because they either buy generic, outdated data or rely on internal teams to manage targeting without proper tools or expertise.

This inefficiency results in poor engagement, wasted print costs, and campaigns that fall flat. These marketers aren’t necessarily doing the wrong thing — they’re just not doing the right thing well enough.

When you rely on unvetted data sources or try to manage list segmentation in-house without insight into the broader market, you're setting your campaigns up for mediocrity.

3. What Effective Use Really Looks Like?

The 1 in 10 marketers who succeed? They do it differently. They partner with a seasoned postal list broker who understands how to match the right message to the right audience. With access to verified, niche, and Direct Mailing List segments, they’re not casting wide nets — they’re using precision targeting.

Net60 Inc. specializes in managing high-response mailing lists that allow you to connect with consumers actively searching for your services. Whether you’re targeting career-minded students, Medicare recipients, or high-value business buyers, the key is strategy-driven execution.

This includes:

1. Micro-segmentation by behavior, interest, and location
2. Multi-channel synchronization (mail + email)
3. Data hygiene protocols that eliminate waste
4. Ongoing testing and performance tracking

4. The Role of Segmentation and Relevance

Here’s where things get even more compelling — segmentation isn’t just a tactic; it’s the foundation of performance. With Net60 Inc.’s support, clients in Michigan have been able to target sub-groups like:

Career college prospects

First-time auto warranty buyers

Senior citizens considering final expense insurance

Business buyers in select SIC categories

These aren’t cold leads — they’re proven responders. That’s what makes them so powerful. A Direct Mailing List that’s not only accurate but relevant can elevate your results from 0.5% to 3%+ in engagement. That’s a 6x performance multiplier for simply using your list properly.

5. Why Michigan Businesses Need to Act Now?

Scarcity is real — and it’s baked into the list rental industry. Hot segments, such as Medicare or Final Expense, are often time-sensitive and exclusive. Once a top-performing list is tapped out or overused, its effectiveness drops.

Right now, you have the opportunity to leverage exclusive, first-party owned and operated lists — but they won’t be available forever. Timing, freshness, and exclusivity are everything in direct mail. Acting too late means missing out on peak performance windows.

Michigan-based companies that wait risk losing local advantage to more agile competitors who are already working with trusted brokers like Net60 Inc.

6. Final Thoughts & How to Gain the Advantage

If you’ve been running direct mail campaigns and seeing lackluster results, it may not be your message — it might be your list. Don’t let poor targeting drain your marketing budget or undercut your brand’s impact.

The marketers who win are those who think strategically about list selection, segmentation, and execution. Only 1 in 10 are doing it right — and now you have the opportunity to be one of them.

Make your next campaign your most profitable one yet.

Call us at: 201-833-9003

Or mail to: [email protected]

Location: 625 Kenmoor Ave SE Suite 350, Michigan, MI, 49546-2395