When it comes to direct mail marketing, the list is KING. This is what separates the pros from the amateurs. The pros will spend time and effort in finding mailing list and tracking down the right list, even before they start putting together their sales letter and offer. The pros know where to get this list. They know the right questions to ask the list broker, and they won't give up until they've found what they are looking for.
They know that 70% of their direct mail marketing success depends on the right list. If they get it wrong, the whole campaign is doomed. Amateurs will start out by focusing on the sales letter. They will put all there soul into producing the mailing list producing the perfect copy. They will also put all effort to having the ideal sellable product. A product they feel would be easy to sell and requires less convincing.
Having the right list is more important than all aspect of a direct mail marketing system. Its more important than the product, its more important than the sales letter and even the offer. To track down the best customer list for your mailing list marketing effort, I've put together 5 acid tests you must have to proudly say you've got the right list. Failing to meet just one, won't do.