| 1. Do the Math. | | | | owners nearly always do the mailing for the marketer. |
| Plan your mail marketing campaign as an accountant | | | | 8. Consider Various List Sources. |
| would. Start by figuring out how much income and unit | | | | Keep in mind a few terms when considering lists:o |
| sales the project must generate to break even. | | | | Association - Professional or trade |
| Remember, its money that matters first; percentage | | | | association membership buyers. Many of these |
| response rate comes second. In other words, your | | | | individuals also purchase other offerings from their |
| campaign might actually be a big money maker, even | | | | organizations.o Subscriber - Magazine or continuity |
| if it has a low percentage response rate. | | | | subscription buyers. Sometimes offered along with |
| 2. Always Key Code, Record and Analyze Results. | | | | names of expired subscribers at a lower price.o |
| Assign a key code to each list, record and analyze the | | | | Buyer - Proven buyers of a list owner's |
| responses for each code. You'll see which files are | | | | product or service. Often offered with a "hot list" or |
| working better than others. Do this on every mailing. | | | | "recent buyers" sub-file at an up-charge.o |
| When email marketing, use coded links to a special | | | | Compiled - Names of prospective buyers |
| order page in your web site. Many mailers do the key | | | | compiled by a third party. While not usually considered |
| coding but neglect to record and/or analyze. So, they | | | | as productive as association, subscriber or buyer lists, |
| never learn what works and what doesn't. | | | | compiled files can be effective. |
| 3. Test Everything Else, Too. | | | | 9. Determine List Price. |
| Copy, package design, offer, pricing and timing are key | | | | Direct mail lists most often have a base price per |
| elements that can also affect a direct mail campaign. | | | | thousand names, expressed "/M". Options to select |
| Key code, record and analyze results of each change | | | | geographic areas, job titles, industries, or to add key |
| in your mailings. | | | | coding and the like are additives also priced by the |
| 4. Be a Smart List Buyer. | | | | thousand names. Shipping and handling charges are |
| Keep in mind a few things when you're ordering lists:o | | | | charged by the order. |
| One time use - Lists are for one time use only. The | | | | 10. How Mailing Lists Are Supplied. Today, most mailing |
| names are the property of the list owner. However, | | | | lists are sent via email. However, they can also be |
| mailers do own the names of those individuals who | | | | provided on floppy, CD, Cheshire and pressure |
| respond to their promotion.o Be flexible - Direct mail | | | | sensitive label stock. |
| lists offer many options; however, all the bells and | | | | 11. Get Your Envelope Opened. |
| whistles may not be available on every list.o Samples - | | | | A live stamp, instead of pre-printed indicia or meter |
| List owners usually require a sample - even just a | | | | mark, short teaser copy and name and address |
| rough sample - of what you plan to send.o Time - | | | | printed directly on a closed face envelope will go a |
| Many lists can be shipped in 24 hours. Others may | | | | long way toward keeping your mailing from landing in |
| take a week or more.o Minimums - Most list owners | | | | the trash unopened. |
| require a minimum order of 5,000 names.o | | | | 12. Use Color in Your Letter Effectively. |
| Prepayment - Most list suppliers require prepayment | | | | Try a blue signature and sparing color use elsewhere |
| from first time customers. | | | | to emphasize your most important points. |
| 5. Build Your Own Mailing List. | | | | 13. Provide all the Product Details in Direct Mail. |
| Your customers, trade show leads, other prospects, | | | | Give your reader everything he/she needs to make a |
| inquirers and former buyers are the feedstock for | | | | decision. Features, functions and benefits...the more the |
| your own comprehensive own direct marketing list. Be | | | | better. |
| sure to include opt-in email addresses. Many BLC list | | | | 14. Be Extra Brief in email |
| customers have also asked us to market their | | | | You have just fractions of a second. Be quick and |
| organizations' mailing lists. Got an up to date list of | | | | tempting. Use the subject line as your teaser copy. Link |
| 10,000 or more names? Ask us about marketing your | | | | to your home page in several places. |
| file for additional income. | | | | 15&16. Use a List Professional. |
| 6. Focus on Your Audience. | | | | (This tip has two numbers because it's so important.) |
| Your selling message should address the specific | | | | Use a list pro with years of experience, hundreds of |
| needs and interests of your audience. A good list | | | | regular customers and a solid reputation throughout the |
| professional will be specific, too. With the details you | | | | business. They should have access to the best lists |
| give them, they will recommend lists that home in on | | | | and work with sources around the world. List |
| your best customer prospects. | | | | professionals can help you find promising new names |
| 7. Know Each List Type.o Direct Mail (Snail | | | | that you never knew existed. And, they'll steer you |
| Mail) - For use in direct mail marketing programs | | | | away from those files you ought to avoid. A list pro will |
| conducted by the marketer. Many of these lists are | | | | also coordinate the time-consuming list acquisition |
| also available with telephone numbers at additional | | | | process (ordering, tracking, shipping, billing, etc.) at no |
| fees for telemarketing programs.o e-mail - | | | | additional charge to you. |
| For use in email marketing programs. Reputable and | | | | Additional information is available from |
| effective email lists use only opt in names. email list | | | | (c) 2006, Bethesda List Center, Inc. |