The American Rancher is Dying, But You’re Still Mailing Them Catalogs

The cattle industry is changing, and fast. Ranchers are aging out, operations are shutting down, and yet many breeders are still mailing catalogs to people who have moved, retired, or passed away. Here’s what it’s costing you—and how to fix it.

Here’s a hard truth: the average U.S. farmer is now 58.1 years old, and nearly 38% are over the age of 65, according to the USDA. As the ranching population ages and fewer young people take over, the American rancher isn’t just aging—they’re disappearing.

After analyzing over 3.5 million mailings from cattle breeders, we discovered another problem: 8-10% of mailing lists are outdated. That means for every 1,000 catalogs you mail, up to 100 are going to people who have moved, passed away, or left the industry.

The Real Cost of Outdated Lists

Let’s put this in perspective:

  • First-class postage on a 40-page catalog: $2.87 per book
  • 1,000 catalogs mailed
  • 100 undeliverable
  • That’s $287 wasted on catalogs that will never reach a buyer

And that’s just the postage. Factor in printing costs, and you’re throwing away serious money.

Why Your List is Costing You

Your mailing list might be draining your budget through:

  • Moved Recipients: They’re running cattle in a different state now
  • Deceased Individuals: The harsh reality of an aging industry
  • Duplicate Entries: Paying twice to reach the same person
  • Vacant Properties: Sending catalogs to empty mailboxes
  • Incomplete Information: Catalogs that never find their target

The Industry is Changing

The average age of the American rancher is increasing, and fewer next-generation farmers are taking over. Yet many breeders continue using the same mailing lists year after year, never removing outdated contacts.

“We used to mail catalogs to the same list every year until we realized we were sending them to operations that had sold out years ago.” – Abram Mertz, River Creek Farms

Smart List Management Pays Off

Instead of throwing money at outdated addresses:

  1. Clean your list regularly
  2. Update contact information
  3. Remove undeliverable addresses
  4. Focus on active buyers
  5. Target similar operations to your best customers

The LivestockDirect Difference

We’ve helped breeders like you:

  • Expand from 1,500 to 15,000 potential buyers—without increasing budgets
  • Eliminate wasted mailings to outdated addresses
  • Reach more qualified buyers who actually show up and bid

Making Your Marketing Dollars Work Harder

The goal isn’t just to save money on wasted mailings—it’s to reinvest those dollars in reaching more qualified buyers. Every dollar saved on an outdated address is a dollar you can spend reaching someone who might actually show up to your sale.

Ready to Stop Wasting Money on Outdated Lists?

At LivestockDirect, we help breeders optimize their mailing lists for maximum impact. We know what works because we’ve tested it ourselves at River Creek Farms.

Want to learn how much you could save while reaching more qualified buyers? Give Amanda a call at 785-320-6890. She’ll show you exactly how we can help make your marketing dollars work harder.

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