As a business the most important element for you to take care of is reaching out to customers and potential customers using mailing lists. You need to maintain relationships with existing customers and remind them of your existence in addition to letting them know about new products and services you offer that may be of interest to them. For new customers you need to reach out to gain new business. With a well timed coupon or other offer that is based on insight you have on your customer you can earn a sale or long term business you wouldn’t have otherwise secured. You do want to make sure that you are focusing your direct marketing services to the right customers though as these campaigns can be expensive if you send out material indiscriminately and only a small percentage of the people receiving your material are actually of the demographic that uses your services. As such it is well worth the investment to build your own mailing lists as well as acquiring high quality mailing lists for customers of the demographic that would be interested in your company. This is one investment that is small compared to the actual cost of a campaign and can really help you with your marketing efforts.