Five Tips For Choosing The Best Lists For Your Campaign
he importance of a highly responsive mailing list in determining the success of a direct mail campaign cannot be overestimated. Before choosing a list for your campaign, it is important to understand industry basics as well as the distinct roles of list managers and brokers.
List managers represent the actual owner of a mailing list that you might consider renting. List brokers are consultants who can help you find lists of mail responders (people who have responded to some type of mailing and have asked to receive information) who match your target profile. List selects cost more, but they enable you to target demographic, geographic and psychographic information to create a mailing list that will garner an even higher response rate.
Remember that lists are rented—normally for one-time use only. Each time you wish to send out a mailing, you must rent those names anew. Discounts for multiple uses are standard industry practice.
As e-mail marketing has taken hold in recent years, list selection has become even more critical. Permission-based e-mail marketing—communications sent only to those who have specifically requested to receive marketing messages for products and services like yours—is critical, as even one misstep can result in e-mail distributors blacklisting you for future efforts.
Sending an offer to a list that has not specifically opted to receive e-mail about your product or service, or using a list gleaned from membership directories, for example, could have negative consequences.
List selection is an ongoing process in an ever-changing market. But by testing... Read the complete article on BtoBOnline.
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Direct Marketing
