Business to business
Marketing to schools
Public sector decision makers
98% address accuracy
12 months’ usage licence
Comprehensive support

Using postal marketing data to sell to businesses, schools, and public sector

Direct mailing lists work, as does postal marketing.

The UK Data and Marketing Association reports a response rate of 4.4% from postal marketing.

Direct mail catalogues have a response rate of 4.26%.

In contrast, email marketing only achieves 0.12%.  The main reason for its explosion over the past 20 years is its low cost per lead.

Clients of More Than Words have direct postal access to nearly 4 million decision makers in British businesses, schools, and public sector.

Mailing lists available for purchase

More Than Words Marketing is a list broker offering access to direct mail marketing campaign data.

Please click on the links below for more information on our specific databases.

  1. Business to business mailing list – B2B mailing lists for over 3,000,000 companies in 2,000 industries.
  2. School direct mail list – reach 50,000 state-funded, academy, and private schools with More Than Words’ school mailing list service.
  3. Public sector direct mailing list – deliver your message to over 250.000 budget-holding decision makers with our comprehensive, accurate, and up-to-date mailing lists.

Tell us about your company, the products and services you sell, and who you want to sell to.

Our staff will run a count of our entire database to find the decision makers that need your products or services most.

Up-to-date and accurate UK mailing lists

You’ll make more money on postal marketing campaigns if the database you use is accurate.

At More Than Words, we offer clients 98% accuracy on postal addresses for businesses, schools, and public sector organisations.

In the event we don’t hit our accuracy target, we’ll either refund you pro-rata or give you replacement records free of charge.

Direct Mailing Lists from More Than Words Marketing

Customers can build their company’s credibility and promote their products and services over a period of a year with the mailing lists we provide.

We will work with you throughout the year to make sure your targeted mailing list generates the maximum ROI.

If you need help with the database we provide, our technical team is on hand to help.

Here are some tips to maximise the return on your direct mailing list

Direct mail marketing is best accomplished when the mailing list you use is accurate and includes only organisations that would benefit the most from your products and services.

If you purchase a bespoke mailing list from More Than Words, you will receive a 12month usage licence.

Your account manager is a marketing expert.

When you speak with them, they will recommend that you perform the following 9 steps to maximise your mailer’s effectiveness.

  1. Define your audience
  2. Segment your mailing list
  3. Make a compelling offer
  4. Keep your message simple
  5. Choose a clear call-to-action
  6. Pick a medium
  7. Personalise your content
  8. Integrate across multiple channels
  9. Monitor and measure results

1. Define your audience

To be successful in direct marketing, you must understand your audience.

Besides understanding the commercial and operational needs of your target audience, you should also understand their motivations to make purchases.

Before you plan your campaign, decide what your overall goal is.

From here, you can create a detailed customer profile of the type of decision maker who:

  • appreciates any benefits of your products and services for their business, and
  • has the authority and the budget to make a purchase.

2. Segment your business lists

Marketers who segment their mailing lists and personalize their messages noticeably increase customer engagement, according to eConsultancy.

Using your current mailing list, you can segment your target contacts into groups by:

  • demographics (age, gender, job title),
  • location, and
  • size of business.

With time, you will be able to personalise mailing campaigns based on:

  • where they are in the buying cycle, and
  • purchase history

No matter how good your product or service is, decision makers in businesses, schools, and the public sector are only interested in the benefits of working with you.

In every direct marketing message you send, you should focus on what you can do to help your audience and how your products and services will benefit them.

3. Make a compelling offer

In addition to focusing on the customer, your business’ marketing communications should also convey credibility and experience.

Even though headlines with incredible or misleading language grab attention, as do seemingly large discounts, most decision makers find these tactics displeasing.

You should use your direct mail campaign to offer something the recipient can use and does not require too much of an initial commitment.

If you can afford it, a discount or free trial is a great way to attract strong leads from potential new customers.

4. Keep your message simple

Your direct mail message should be understood by decision makers within 30 seconds or less.

In this time, you must grab a prospect’s attention, offer them something of benefit to their company, and convince them you are the right company to do this for them.

Your headline should tell the reader in a few words what you are offering and how reading the whole mailing will benefit them.

All of your copy should be easy to scan, with sections that draw the eye to your call-to-action.

5. Use a clear call-to-action

A call to action (or CTA) is the action you want the recipient to take after reading your message.

Make sure that your CTA is clear, relevant, and compelling, whether you want them to buy, visit your website, or call.

You might want to offer additional value with your CTA to motivate uptake.

Your company can offer first-time buyers’ discounts to businesses, schools, and government agencies or send them a useful guide or e-book about your product or service.

6. Pick a medium

Direct mail advertising usually comes in the form of letters or flyers, but you may choose any print medium.

In some circumstances, a catalogue with an order form may be a better way to showcase your products and provide a call to action.

You can create interest in your product and demonstrate your expertise by offering tickets to an event you host.

Be sure you are sending something unique and of interest to your target audience, whichever medium you choose.

7. Personalise your campaigns

Personalised marketing consistently outperforms generic campaigns.

When segmenting your list, you can identify what products or services your contacts are likely to purchase.

Direct marketing lets you choose when and what you send to individual groupings of buyers.

8. Integrate across multiple channels

Research shows 89% of customers are retained by companies using multi-channel strategies.

A fully integrated strategy might use email ads or social media to follow-up on direct mail.

Through this you can retarget and remind a potential customer about your business and the services you provide.

Having a mix of direct and indirect channels helps you stay top-of-mind with prospects without being intrusive.

Every customer engagement point should provide value.

When you contact them, make sure they learn something new, see a new offer, or get an easier way to purchase.

9. Monitor and measure mailing list campaign results

Analyse the results of every direct mail campaign you send out in order to constantly assess your strategy’s performance.

Measuring how each of your direct mail messages performs also allows you to gather vital market intelligence that allows you to refine your strategy moving forward.

Direct mail marketing is not as easy to track as digital channels, but there are ways to do so.

To inform where your conversions are coming from and to determine what it is about your offer that appeals to customers, you may wish to use online landing page visits and offer codes.

Use A/B testing to track your campaign by sending slightly different messages to two different audiences and recording the results.

If you want to get the most out of your direct marketing campaign, use your mailing list for the full year and contact your network at least once a month.

Mailing lists FAQ

A mailing list is a database containing the details you need to send postal marketing campaigns to decision makers within businesses, schools, and the public sector with a need for your products and services.

Delivered as either a Microsoft Excel or comma separated value file, you have a couple of choices on how to run your postal mail campaign.

You can either use a mail merge facility on Microsoft Word to:

  • run off printing labels which you attach to the envelopes containing the letters you send or
  • print each letter with the recipient’s name and address which is then displayed through a clear window on the envelopes.

Although there will be an additional cost to this, you may also wish to consider using a printing company for your letters and a mailing house to organise delivery of your letters to the recipients on your database.

Postal mail campaigns are expensive in comparison with email marketing but, measured by contact made, they compare with the costs of a telemarketing campaign.

Most delivery services, including the Royal Mail, offer significant discounts to companies wishing to use postal mail marketing once a certain volume has been reached.

For example, Royal Mail offers discounts on volumes of 1,000 letters and 4,000 letters or above.

Many of these discounted schemes may however require you to sort the envelopes in a particular way to benefit from the savings.

In these cases, it may be cheaper to use an outsourced mailing house to benefit from the discounts although you will have to pay the mailing house for their services.

Our best advice on how to purchase mailing lists for postal marketing for a company is to ensure that:

  • you only purchase the contact names of decision makers with a need for your products and services and
  • the company you purchase the data from can vouch for the accuracy of the information they’re selling you.

Postal mail marketing is direct marketing – direct marketing is a form of advertising where you choose who you market your products and services to.

The profitability of your campaign depends on making sure that the decision makers whose postal addresses you purchase are most likely to need your products or services.

The less you can be sure that a particular decision maker would be a potential future customer, the lower your likelihood of being able to sell to them.

When you speak with us, request a count on the businesses, schools, and public sector organisations you believe you have the greatest chance of making a sale to. When we come back to you with our count and quote, try to refine the list down further to reduce the cost of your campaign.

Mailing list accuracy is particularly important.

20% of all postal addresses change every year as do 21% of decision makers.

If you use data which is over a year old, the likelihood is that only six in every ten of your postal mail adverts will reach the right person and the right address.

The data you purchase needs to be updated by your supplier on a rolling basis – for example, our data is updated every 3-9 months depending on the sector.

In marketing, particularly direct marketing like postal mail marketing where the letters you send are personalised, accuracy is of the highest importance.

Our opinions of the companies we deal with either as a consumer or as a business decision maker are often formed on our first exposure to a potential supplier.

If a potential supplier has got our name wrong or our job title wrong when they send us a letter or an email or when they give us a call, this creates a poor impression.

While the vast majority of us are thick-skinned enough not to be personally offended by it, it doesn’t help you to make the sale.

Words are important. The letters you send to potential clients on your mailing campaign will be carefully worded – each word in them will justify its own place in the letter because they give you a greater chance of making a sale or generating an enquiry.

Spending time, effort, and money on creating the most effective, response-driven sales letter is worth it.

And it’s worth making sure that your investment in your sales letter is not diminished by sending your campaigns to:

  • companies which don’t exist any more or have moved or
  • the wrong decision-maker within your target businesses, schools, or public sector organisations.

No company – no marketing company like More Than Words – can afford to give its database away free of charge.

In addition, because no revenue is created by giving away a database, no revenue can be allocated to the upkeep and maintenance of that database.

While you will save money by downloading a free mailing list from the internet, you will lose a great deal in letters which never which their intended recipients.

The most successful mailing lists will be mailing lists containing the contact name, contact job title, and address details of companies, schools, and public sector organisations with the greatest need for what you sell.

There are hundreds of mailing list owners and brokers in the UK, the vast majority of whom provide top quality data at very reasonable prices.

There may be 10 or more target markets you have in mind. Make sure that you ask your potential data supplier for a breakdown of each target market.

Then, with your colleagues, examine each of these markets with a view to choosing the ones where you’re most certain you could sell your products and services to.

Only order the data from the breakdown that you’re most sure about and invest in postal mail marketing to these sectors first.

Assuming that your campaign has been a success, you may wish to reinvest some of those profits into buying data for the sectors you didn’t include in your original campaign.

For those sectors, our advice would be to ask your sales letter copywriter to create separate campaigns for each making sure that, within the letters themselves, you explain that commercial and financial advantages of choosing your products and service in a way which is particular and relevant to them.

Yes – the prospect mailing lists we have comply with GDPR on the grounds of legitimate interest.

For business to business marketing, GDPR does not really apply and neither does marketing to schools and the public sector.

Although you will be contacting named individuals, you will be doing so to pitch products and services which benefit the businesses or organisations those decision makers work for and which do not benefit them personally.

Yes – we can append email marketing data to your mailing list if you like.

We’re one of the UK’s fastest growing email data companies and we have access to email data lists for marketing to

Please ask your account manager for more information on all aspects of email marketing and email data management when you call.

Yes – we can append telemarketing data to your mailing list.

Please ask your account manager for more information when you call.

Unlike with email marketing, you don’t need explicit consent from consumers, sole traders, or entrepreneurs within an unincorporated partnership to send postal mail.

This is also the case for limited companies, PLCs, LLPs, schools, and public sector organisations although contacting decision makers within these organisations for marketing purposes is not really covered by GDPR anyway.

The permission to send marketing mail to consumers and decision makers relies on the grounds of legitimate interest – marketing is considered as a legitimate interest as long as you believe that your products or services will be of interest to the recipients.

For any existing mailing lists you have which you bought in or any existing customer mailing lists you have, you can continue to run postal mail campaigns to them.

We would however recommend that you offer each recipient an opt-out option on your website so that they don’t receive any additional letters from you if they don’t want to.

How much does B2B data cost? B2B mailing data as with school mailing data and public sector mailing data is generally charged at a price per thousand records subject to a minimum order.

Your data is licenced to your company for 12 months. After the 12 months has expired, you need to relicense the data in order to be able to continue to use it.

You are allowed to stay in touch with decision makers on your database after 12 months if they have responded directly to one of your mail campaigns and they:

  • purchased from you,
  • have opened dialogue with you but have not bought from you yet, or
  • indicated in writing that they wish to receive marketing communications from you (please keep records of whenever a recipient gives you permission to do so).

How to buy mailing lists from More Than Words Marketing

Get in touch with More Than Words Marketing

Get in touch to find out how many decision makers we have across our set of databases suitable for your products and services.

Let us know what you hope to achieve with the mailing lists you purchase.

We’re available on 0330 010 8300 or you can email us by clicking here .

Contact us about our mailing lists

To speak with one of our account managers, please call us on 0330 010 8300, email us by clicking here, or fill in the form below and we’ll get back in touch with you.



    Although it has declined in popularity in the last two decades and it has fallen behind both email marketing and content marketing in use, the business case for direct mail marketing is very strong.

    More Than Words offers comprehensive mailing lists for businesses, schools, and the public sector.

    To help you find out more about direct mail marketing, we included links to five well-written and informative articles below:

    We’d really appreciate the opportunity of working with you and finding out more about your business and its commercial and revenue targets for the coming year or two.

    To buy mailing lists from More Than Words, please call 0330 010 3495 or you can email us at mailing-lists@morethanwordsuk.co.uk.