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Joy Gendusa
The right direct mailing list targets people who want your product or service.
The direct mail mailing list is a key factor in a successful direct mail marketing
campaign and a major point to consider in small business marketing strategies where
marketing ROI (Return On Investment) is a key concern.
What really makes 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 some cases obtain for free.
B. The mailing list must contain the names of people who are likely to be interested
in the benefits of your products or services.
Don’t try and sell beer to the Temperance Society or real estate to people 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):
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1. Your own list of prospects and customers. This is a list that you collected with
your own personal marketing efforts. This is known as a house list. These people
are most likely to respond to your offers, because they have responded in the past.
2. A response list is a list of people that have actually done something. They have
either purchased something from the people who put together the list or inquired
in response to some offer or asked to be on the list. They have some level of interest
in the topic or purpose of the list.
These people have not previously responded to you, but they have responded to someone
in a related area (if you have purchased a correctly targeted list) so you know
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 people who were selected 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 correctly may include age, sex, geographic
location, income level, etc. These are more fixed characteristics than response
list characteristics, which are behavioral characteristics.
Case study:
California
based Sun Pacific Mortgage’s Forest Tardibuono found a great way to get the right
direct mail mailing list for his company which has a very successful 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 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 really target the public so that the mailing
will be more effective.”
Mailing lists, correctly targeted, can make the difference in a mediocre promotional
campaign to a wildly successful promotional campaign. It really just depends on
what you are willing to have – success or mediocrity. So which is it?
Authored By:
Joy H. Gendusa
Joy Gendusa
founded PostcardMania in 1998, her only assets a computer and a phone.
By 2005 the company did over $12 million in sales, employed over 100 people and
made Inc. Magazine’s prestigious Inc 500 List as one of the 500 fastest
growing companies in the nation. She attributes her explosive growth to her ability
to choose incredible staff and her innate marketing savvy. As an Expert Author,
she is always willing to share her marketing advice through articles, interviews
and speaking engagements. PostcardMania is a full service postcard
direct mail marketing company which includes graphic design, printing, mailing list
acquisition and mailing services with free marketing advice. They help small businesses
all over the country to expand through the use of direct mail marketing techniques.
Visit PostcardMania's web site at www.PostcardMania.com
Read other articles in this issue Direct Mail Delivers New Customers
Mailing Lists for Mortgage Brokers
Make Your Mortgage Referrals Count
Newsletter Overview
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