| Mailing Lists for Marketing |
Written by John Rooney
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There’s a saying in our business that every successful mailing campaign starts with the quality of the list. Still, a lot of marketers are tempted to skimp on the list quality in order to shave a few pennies off the cost. Which leads me to another saying: penny wise can lead to being pound foolish. Considering that almost half your budget is going toward postage, do you really want to waste stamps on people who aren’t interested in – or qualified for - your product?
Here are some tips to help ensure that your next mailing list gives your campaign the best chance possible to succeed:
Details, Details
How do you target the right prospects? Start with doing your homework on your current customers, and look for the common denominators. Not only do you want them qualified, you also need to know what made them respond to your offer. Maybe it’s a credit score range, payment history, or perhaps a certain debt amount. If you’re new to direct mail ask your marketing consultant to share recent industry trends, including the right details to consider in your mailing list. Also, make sure you establish a tracking system to gather intelligence on the different filters you select and test with (more on that to follow).
All Lists Are Not Created Equal
Think of your filter selects as a wish list. A good mailing list has at least 5-7 filters that you can control, including minimum and maximum parameters. This is an important part of the process, and it usually takes multiple runs through the data base to make sure you get the right quality and quantity to meet your campaign requirements and budget. Avoid buying an off-the-shelf “cookie cutter” list and insist on being involved in the filter selections. A good marketing consultant will work with you to deliver not just the list you want, but more importantly the list you need for maximum success.
Gathering Market Intelligence
Tracking is often an overlooked but very important detail in the direct mail process, especially when multiple drops are involved. Using a unique PIN# is an easy way to incorporate a tracking device into your mailing list. For example: 0211-A1-4005 translates to: 02 = February, 11 = day of the week, A = the list criteria/source, 1 = the letter/offer, and lastly 4005 = the consumer record number. This type of method has two clear advantages. First, it allows you to collect information on which campaign is getting the best response (list and letter type used). Second, it allows your sales people instant access to the details on each caller. You can also add a call tracking number that records each call, and collects the PIN# data automatically for quick and easy reporting via a secure website log-in.
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As with any business transaction, you need to choose your marketing partners wisely. At Black Book Data, we have the expertise to manage the entire process for you, with complete transparency.
If you’re serious about taking your marketing to a whole new level, contact me today for your free, personal consultation.
John Rooney
Senior Consultant
john@blackbookdata.com
888 818 3282 x105
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