A great postcard sent to the wrong address doesn't convert. It doesn't even arrive. Before creative, offer, or timing, the list is what decides whether a campaign has any chance at all, and it's the part most businesses spend the least time getting right.
Here's how to build one properly, whether you're starting from your own customer data, sourcing new prospects, or both.
Start with what you already have. Your existing customers, past inquirers, and anyone who's given you their details are almost always your best-performing list, because there's already some relationship there. Direct mail has an open rate of up to 90%, dramatically higher than email's 20 to 30% (Source: MarketReach), and that advantage is strongest on a list that already knows who you are.
Once your house list is in good shape, expansion usually means sourcing new prospect data, whether that's from a third-party provider, a partner list, or your own research into a specific area or industry you want to reach.
However your customer data currently lives, spreadsheet, CRM export, eCommerce platform, it needs to end up as a clean CSV before it's ready to mail. Stannp.com's dashboard accepts a straightforward CSV upload, so there's no need for special formatting software or a developer to get your first list into the platform.
If your data sits in a CRM or marketing platform already, integrations with the likes of HubSpot, Zapier and Make, or via API mean you can pull data across without manually re-exporting every time you want to run a campaign.
Because a piece of mail sent to a wrong or incomplete address doesn't just fail to convert, it costs you the postage and print for nothing. Formatting matters too: a properly structured address, correct unit numbers, complete postal codes, consistent province abbreviations, moves through Canada Post's sorting process without a hitch. A messy one can end up delayed, misdirected, or returned.
Both have a place, but they solve different problems. Building from your own data (customers, inquirers, newsletter sign-ups) gives you a warmer audience with a real chance of conversion, but it caps out at the size of your existing relationships.
Sourced third-party data extends your reach to people who've never heard of you, which is valuable for growth but starts from a colder position. Wherever you source new data, the same rule applies: check the formatting and completeness of the file before it goes anywhere near a print run.
A single list sent one generic message is the most common way to underperform. Even basic segmentation, by location, purchase history, or customer type, tends to improve results meaningfully, because the message can actually speak to something true about the recipient rather than a lowest common denominator.
This is entirely within your control on Stannp.com's self-service dashboard: filter and split your uploaded list however makes sense for your campaign, then build each segment its own version of the mail piece.
Smaller than you'd think. Stannp.com has no minimum order, so you can send a test batch to a few hundred records, see how the list performs, and only commit to a full send once you've confirmed the data and message are working. This matters especially for a newly sourced list: testing on a small batch first means any data quality issues surface before you've spent a full campaign's budget finding out.
Export or download your customer data as a CSV, check the formatting (postal codes, province abbreviations, unit numbers), upload it through the Stannp.com dashboard, and send a small test batch before scaling up.
Ready to build your first list? Create your free Stannp.com account and upload your first CSV today.
Start with your existing customer or inquirer data. It's your warmest audience and typically your best-performing list. Expand from there with a sourced prospect list once you're ready to grow.
Yes, this is worth doing upfront. Make sure postal codes, province abbreviations, and unit numbers are properly formatted before your first upload, since this keeps mail moving smoothly through Canada Post's sorting process.
As small as you like. Stannp.com has no minimum order, so testing a new list or a new source on a few hundred records before committing to a full campaign is a normal and sensible approach.
Segment where you can. Even basic segmentation by location, customer type, or purchase history tends to lift response rates, because the message can be more directly relevant to each group.
Both work. A straightforward CSV upload is the simplest route, but integrations or using the API let you pull data across without manual exporting each time.
Yes. From upload to segmentation to send, everything happens inside your own dashboard, with no need to go through an account manager or wait on anyone else.