The Basics of Direct Mail Lists

Direct mail lists provide opportunities for businesses to acquire, retain and create loyal customers. Yet which lists are typically the best performing lists? How do you go about finding mailing lists? And once you’ve found a list, how do you know if your investment paid off?Direct Mail List BasicsDirect mail lists generally fall into three categories:
Company owned lists: These are direct mail (or email) lists that you’ve created on your own. Many online business include an opt-in box on their website so that customers and visitors can choose to provide their email address in exchange for information, news, white papers and other gifts. Companies can also create their own “house lists” as such lists are called by using records of previous purchases and leads to create a basic mailing list. For direct mail, you can use physical addresses without tacit permission. For email marketing, always use an opt-in method and only conduct permission-based marketing to avoid getting branded as a spammer.
Response lists: Response lists are rented by companies that specialize in mailing lists, called list brokers. Such a list is based on past purchasing or response behavior and may include catalog mailing lists, direct mail or direct television buyers, or magazine subscribers. Many companies make money by renting their list out to other companies. The idea behind using such a list is that past purchasing behavior is the best indicator of future purchasing behavior. In other words, if someone responded to a direct TV ad for jewelry, chances are better that they’ll respond to another offer for jewelry. List brokers often add additional selections for an extra fee, such as 3 month buyers. This allows you to target people who have recently bought such an item. Again, based on years of data from many industries, these are people most likely to respond again to similar offers, which is why direct marketers seek out such lists.
Compiled lists: Compiled lists are created or compiled from public records. Such lists used to be based on DMV records but now are mainly typed into computers directly from telephone books. Sometimes public data such as census data is appended to the list, providing some ability to sort by income and other factors from census data. Compiled lists are the least expensive but also the least likely to respond to specific offers. Going back to the jewelry example, you may rent a compiled list of people living in a high income zip code, thinking that they are likely to buy jewelry from a direct mail order catalog. But you have no way of knowing from the compiled list if such people are comfortable shopping online, by phone or from a catalog. A response list indicates that in the past, such consumers have done so – and are more likely to do so again.

There are general list brokers who offer a wide range of mailing lists and specialist such as Market Data Retrieval that focus solely on industry, such as education in the MDR example. Ask colleagues for the best list brokers in your industry.Renting Mailing ListsOnce you’ve found a company offering lists, search their catalog or talk to a list broker on the phone. Share your ideal client profile; who are you targeting? The list brokers will suggest several lists and email or fax you data cards. Such cards provide the facts about the list: who is renting it, whether it is compiled or response, and data selects available. Data selects are optional methods to use a computer to narrow down the most likely prospects to respond to your offer. Select may include age, gender, products purchased, or recent shopping behavior.Lists have a base cost per thousand. Typically list companies will not rent fewer than 10,000 records, so take the cost per thousand records, multiple that by 10, and that gives you the minimum amount of money you will have to spend on a list. There may be additional charges added on for various selections or to actually generate the list from the computer.Make sure that the list has been updated recently. Good list companies run their lists through several databases obtained from the Direct Marketing Association and the US Post Office. These include removing the names of deceased persons, updating lists with the new addresses of people who have moved, and suppressing (removing) people who have requested to be on the “Do Not Mail” list or preference list from the Direct Marketing Association. All of this may add costs at the beginning of a list rental process, but think about the money wasted mailing pieces to people who cannot respond. If they’ve moved, died, or hate junk mail, why mail to them in the first place? You’re spending money on the creative design, the printing, the mailing house costs and postage, so save the money and don’t mail to those people.Testing and Use of Direct Mail ListsAlthough the minimum amount of names on n a typical direct mail list rental is around 5,000 to 10,000 names, many companies will allow you to rent a smaller segment for testing. Be sure to code your direct mail pieces with a unique phone number, source code or another method to track responses so you can see which list performed the best.

Mailing lists are rented for one time use or multiple, unlimited uses. You’ll be asked up front to specify which use you intend and most companies ask for a sample mail piece. One of the most frequently asked questions people new to direct mail ask me is, “Why can’t I just pay for one time use and then reuse the list, since most lists are provided electronically nowadays?” The answer is simple: you will be caught! Mailing list companies include addresses called “seeds” on their list which look to you and me like just any other name on the list, but actually go back to the company or to someone employed by the company to monitor the list. If you’re caught using a mailing list more times than you paid for it, you are subject to legal prosecution, fines or both. It’s not pretty. Don’t do it.Direct Mail in Today’s MarketDirect mail has been around since the late 1800′s when catalogs opened a world of new goods to rural Americans. Although a large number of consumers have moved their shopping online, many still prefer to look at an old-fashioned catalog before buying. Direct mail can entice and invite consumers to visit a website to order. A good mix of old-fashioned direct mail marketing, postcard marketing, and a robust website with search engine optimization techniques in mind is a winning combination to acquire, retain and create loyal customers – and make money in the process.Get Marketing Help – Fast

Home Improvement – Furniture

When we think of home improvements, visions of saw dust and sheet rock come to mind. We try to avoid these things as long as possible because it requires lots of time and effort. Many times large cash outlays are also required. We never think of improvements we can make in our home by simple changes in our living quarters. These improvements are rather easy and most can be done in a weekend. We throw out stale bread, stale pastries and stale coffee but we hang on to stale furniture until it falls apart. We never get around to replacing the look that we loved several years ago. If you are like me, I never know where to start. It seems everything needs changing. We couldn’t do it all at once so we picked a room and jumped right in.

Our living room seemed the right place to start. I really didn’t want to drive all around town looking through furniture stores. Most stores had the same tired selections and the styles were pretty similar. We wanted something different. The internet seemed a good place to start looking. I was surprised at the wide selection of furniture I found online. The pictures looked great and the prices were in line with the stores. My question was is the quality of the furniture up to my standards? From experience, I learned long ago to never forsake quality for price. Surprised, I found most web sites offered my money back if I was not happy with the purchase for any reason and the shipping was free. With that, I felt secure and started seriously looking.The problem with the old furniture, other than being old, was it seemed to crowd the room. We wanted more open space and decided to look at smaller pieces and place them at different angles. A few inches will make a big difference in a room. Many fabrics and styles were available in a multitude of colors. The anchor pieces, sofa and loveseat, was our first purchase. We then chose a coordinating accent chair that really made the room look fresh and new. With childhood excitement, we picked the occasional tables and other accessories to finish off the room. We did all this from the comfort of our home and a single web site. No driving around town looking and looking and looking. We saved time and money with comfortable internet shopping.

Our purchase arrived on time and in perfect condition. We were delighted with the style and quality of the furniture. After attaching a few legs we moved the magic inside. That fresh new look had entered our home and wow what a difference. Our home improvement was complete, all we have to do now is sit back with a cool drink and enjoy. We have just what we wanted. A little different ambience that makes this comfortable room truly us. Home improvements inside can be fun and you don’t have to drive a single nail.

The 10 Most Unanswered Questions about Shops

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What I Can Teach You About Services

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Why No One Talks About Florists Anymore

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News For This Month: Repairs

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