Seize the opportunity in 2017
If you are trying to win a new customer, you only get one chance to make a first impression. The lure of direct marketing to new customers using a cheap harvested spam list is indeed strong. In doing so however you are breaking the law and demonstrating how little expense you are prepared outlay to win that new customer over.
With declining mail volumes, well crafted direct mail suddenly makes as big a statement as it has since the halcyon days of the 1990s. Your prospect will see that you have gone to the added expense of mailing them plus demonstrate the strength of your business in maintaining a strong commitment to marketing.
If even only one of your competitors scaled back direct marketing in 2016, all of a sudden you have been presented with an opportunity to grow market share and build momentum from the March quarter.
There are some terrific and horrendous lists on the market. Make sure you talk to your broker about requirements, target audience and benchmarks and they will steer you in the right direction.