Understanding Share Local Media’s Database of Residents: A Comprehensive Guide

Introduction to Share Local Media

What is Share Local Media?
Share Local Media is a direct mail company that focuses on promoting local businesses and services through targeted mail campaigns. These companies utilize databases of local residents to deliver personalized mailings that can boost local commerce and community involvement.

The Origin of Share Local Media's Database

Licensing Lists from the Post Office
Like many direct mail companies, Share Local Media likely obtains their database of residents by licensing lists from the postal service. This process is common in the direct mail industry, as it allows for more precise targeting and reach within specific communities.

Why Use Post Office Lists?
The National Change of Address (NCOA) database, maintained by the U.S. Postal Service, is an essential resource for direct mail companies. This database allows them to update their mailing lists with the latest address information for individuals who have moved within the country. By using NCOA, Share Local Media can ensure that their mailings are delivered to the correct addresses, enhancing the effectiveness of their campaigns.

The Cost Considerations of Direct Mail

Why Direct Mail Is Less Costly
Unlike digital marketing strategies, direct mail does not come with hidden costs. This is because the cost of receiving mail is generally borne by the recipient, not the sender. Therefore, there is no legal obligation for companies like Share Local Media to adhere to the Electronic Communication Privacy and Anti-Spam Legislation (Earlier Known as CAN-SPAM Act), as it primarily focuses on digital communications.

Physical Mailing vs. Digital Communications
The physical nature of direct mail makes it more expensive to send than digital messages. While a few hundred email messages or social media notifications can be sent at a minimal cost, sending a similar amount of direct mail pieces would be much more expensive. Consequently, companies use direct mail strategically, delivering smaller volumes of personalized content to specific audiences.

Benefits of Direct Mail for Local Businesses

Targeted Marketing
Direct mail campaigns can be highly targeted, reaching specific segments of the population within a defined geographic area. This allows businesses like local stores, restaurants, and service providers to promote their offerings directly to potential customers who are most likely to have an interest in their services.

Trust and Credibility

Direct mail is often perceived as more trustworthy than digital communications. Hard-copy mailings are taken more seriously by recipients, as they can be physically handed over and read without potential for technical issues that can occur with emails or social media messages.

Addressing Privacy Concerns

Transparency and Consent
While the use of lists from the postal service increases the potential for privacy concerns, direct mail companies must still adhere to certain legal and ethical guidelines. Many states have specific laws regarding the sharing of personal information, and companies like Share Local Media often include clear opt-out options in their mailings to respect individual privacy preferences.

Secure Data Handling
Companies must ensure that the data they collect and use is secure and handled with care. This includes protecting against unauthorized access, ensuring data accuracy, and maintaining compliance with local and national data protection regulations.

Conclusion

In conclusion, Share Local Media’s database of residents is obtained through the licensing of postal lists, which allows for precise and cost-effective targeting of local residents. The strategic use of direct mail offers numerous benefits for local businesses, such as increased customer engagement and a higher level of trust from recipients. While there are privacy concerns associated with the use of such lists, direct mail companies must comply with relevant laws and ethical standards to ensure the responsible handling of customer data.