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eMarketing InformationMailing Lists – Keeping it Simple
by:
Joy Gendusa
The right direct mailing list targets folk who want your product or service.
The direct mail mailing list is a key factor in a booming direct mail marketing campaign and a major point to consider in small business marketing strategies wherever
marketing ROI (Return On Investment) is a key concern.
What actually does your direct mail marketing and advertising campaign successful?
The biggest single factor in the success of your direct mail marketing strategy is who you send your mailings to.
A. You need a list.
This can be:
1) a list of existing customers or prospects who have inquired as a result of any of your marketing efforts or
2) a list which you purchase or in several cases receive for free.
B. The mailing list must contain the names of folk who are likely to be interested in the benefits of your products or services.
Don’t try and sell brew to the Temperance Society or real estate to folk who cannot afford it. You have to target your direct mail marketing efforts.
What kinds of lists are available?
C. The three basic kinds of lists that you can use are (you can use all three):
1. Your own list of prospects and customers. This is a list that you collected with your own personal marketing efforts. This is acknowledged as a home list. These folk are most likely to respond to your offers, because they have responded in the past.
2. A response list is a list of folk that have actually done something. They have either purchased thing
from the folk who put together the list or inquired in response to several offer or asked to be on the list. They have several level of interest in the topic or intention of the list.
These folk have not antecedently
responded to you, but they have responded to person in a related area (if you have purchased a right targeted list) so you cognize they are at least warm.
This is a direct mail mailing list you can purchase from the owner of the list (such as a magazine or company) or a list broker.
3. A compiled list is a list of folk who were chosen to be on the list because they possess the characteristics that you asked the list broker to screen for.
Examples of characteristics used to target right may include age, sex, geographic location, financial gain
level, etc. These are much fixed characteristics than response list characteristics, which are behavioral characteristics.
Case study: American state based Sun Pacific Mortgage’s Forest Tardibuono found a great way to get the right direct mail mailing list for his institution which has a really booming direct mail marketing strategy based on postcards and direct mail mailing lists.
“The title companies give us the mailing labels free. I’ll tell them we want all the homeowners in 95401 which is a zip we get most of our business from. So they’ll give us the mailing labels of anyone who is a homeowner from that lists. It saves money on labels and mailing lists.
They’ll even as limit searches to specific categories such as all homeowners from that zip who got a loan from certain companies and they’ll do the search according to that so I can actually target the public so that the mailing wish be much effective.”
Mailing lists, right targeted, can do the difference in a mediocre promotional campaign to a wildly booming promotional campaign. It actually simply depends on what you are willing to have – success or mediocrity. So which is it?
Just about the author:
Joy Gendusa based PostcardMania in 1998, her only assets a computer and a phone. By 2004 the institution did close to $9 million in sales and employed over 60 people. She attributes her explosive growth to her ability to choose astounding staff and her innate marketing savvy. Now she’s sharing her marketing private secrets with others. For much free marketing advice, visit her website at www.postcardmania.com
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