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Lists
Q. How important is the list in a Direct Mail effort?
A. Important indeed. In fact, most Direct Mail professionals regard list choice as the single most critical element in determining the success of a mailing. And they can make a good case: when using an identical Direct Mail package, the best list can pull ten times as many responses as a poor list. No matter how well-crafted your mailing may be in other respects, if it isn't reaching the right people genuine prospects for your product or service results will suffer.
Q. What are the sources for mailing lists?
A. Basically, there are three kinds of sources for mailing lists: Internal sources. Here you work with your own list of current or previous customers those who are using or have used your product or service. Such lists, taken from your company's own files or database, are known as house lists. Because these people already have experience with your company, they should represent your very best prospects. They're also the people you know most about for highly targeted selling efforts. When mailing to a house list, you can segment it according to past purchasing patterns, and so tailor your message to an individual's demonstrated needs and desires. A house list is the opposite of an outside list, where you rent names from list brokers or from other companies.
External sources. These are names that come from outside your company. There are two subcategories here. Direct response lists consist of names of people who have previously responded to direct response offers. In other words, these consumers are comfortable with the idea of ordering or inquiring by mail. Direct response lists can be tailored according to the types of things that have been sent for; they cover a broad range of subjects and interests, from magazine subscribers to catalog shoppers. A second type of external list is the compiled list. Such a list represents a collection of names and addresses taken from a database that was originally established for a noncommercial purpose. Sources include motor vehicle registrations, government records, telephone directories and SIC compilations.
We might note that, after your own internal lists, direct response lists almost always perform the best. But they tend to be two to three times as expensive as compiled lists.
Q. What is the cost of renting a mailing list?
A. Generally, list fees are given in terms of cost per 1,000 names. For consumer lists (reaching people at their homes), the cost-per-thousand tends to range between $50 and $200. For business lists (reaching people in their work environments), rates tend to be higher.
Q. Who do you rent a list from?
A. You can rent a list directly from the owner for example, from another company whose customers might also be interested in your product or service. Or you can go to a list broker, a specialist in providing lists. List brokers can give you a variety of lists to choose from, many of which enable highly sophisticated targeting. List brokers can also provide you with advice and guidance. Generally, list rental costs tend to be the same whether you deal with a private source or a broker. MagnetMailers.com recommends AccuData.com
Q. How do you select the right list?
A. As you might suspect, the art and science of list selection is a much written-about subject. But there are certain guidelines that can point you in the right direction. Start, for example, by forming a mental image of your ideal customers the ones most likely to need your product or service, and remain loyal over the years. Consider their demographics age, income, geographic location. Consider their psychographics lifestyle characteristics such as favorite activities, hobbies, or affiliations. The best initial guide to choosing a list is your hard-won knowledge of what your particular customers are like, based on your own business experience. Try to purchase lists of people whose characteristics match your "ideal customer" most closely. With this as a start, go on to fine-tune your list sensibilities by testing.
Q. How can you keep mailing addresses up to date?
A. When sending out a mailing, you want to minimize undeliverable pieces; each one costs you money and provides no possibility of a sale. With over 40 million Americans changing their addresses annually, businesses require a simple, reliable way to keep their mailing lists up to date. To meet this need, you can turn to the National Change of Address program, commonly known as NCOA. NCOA is administered by private companies certified and licensed by the United States Postal Service. Every two weeks, they receive updated change-of-address information from the United States Postal Service (which, of course, receives it directly from the individuals who have moved). By checking your lists with the NCOA licensee of your choice, you can correct outdated addresses and thus reduce the postage and material costs of including undeliverable packages in your drop. This can add up to an effective savings of thousands of dollars in a single mailing. Accuracy in addressing is an important component of Direct Mail marketing success.
This product can be mailed either First Class or Standard Mail but prices will be higher than regular 5x8 postcards. Average First Class postage rate is $.373 to .41 per piece. Average Standard Mail postage rate is $.187 to $.255 per piece.
Average production time is 10-12 working days after proof approval.
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Postcard: 5.25 in. x 8.5 in
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MagnetMailers.com > Facts from the US Postal Service
Did You Know!
Consumers spend an average 30 minutes reading their mail.
The "CEO of the household", who decides on new purchases, is most likely the first person to review and sort the mail.
98% of consumers bring in their mail the day it's delivered
