Direct Mail Campaign - What Are Some Essential Things To Consider?
It is very stressful if you are new in business and just starting to plan to advertise your product through direct mail
. This is especially true if you don't have enough resources to spend on advertising.
In creating your mailing list, you may do it yourself or you may use the services of mailing list brokers. Mailing lists are lists of your targeted customers with significant information and details about them. When you plan to use the services of a mailing list broker, just make sure that you are choosing a reputable, experienced, and transparent service. By transparent, I mean you should be able to call them and speak with an expert. If you consistently get voice mail, move on and look for another list provider.
These mailing list brokers will be the ones to gather list of your targeted clients with their complete names, addresses, phone numbers, preferences, if there are any, and other important details that can be useful for your direct mailing campaign.
In other words these mailing list brokers are the ones who will do all the hard work in compiling all the data and you will just buy the information from them. There are options that you can choose from in doing direct marketing. You can do it through e-mail, phone, or by envelope mails or postcards. If you are planning to do it by phone, be sure that your telemarketer is well-trained and well equipped with all the information needed. They should also be polite and should act professionally during the whole process.
Specialized Mailing Lists
All data in the mailing lists are gathered from business or phone directories, government records, auto registrations, etc. Consumer mailing lists are more general in nature like all people in a particular village, city, or zip code. It can also be a little specific like all physicians in a particular town. Mailing list brokers have a lot of lists for sale depending on your needs.
You can buy lists of accountants, lawyers, people with homes for sale, etc. There are also some other information that can be included in a consumer mailing list such as, age ethnicity, number of children, and others. Business mailing lists on the other hand includes information like annual sales and profit, number of employees working, branches, among others.
Mailing List Brokers
In choosing a mailing list broker you should choose a broker that is very much familiar with the kind of industry you are in. Find a broker that can give you fresh information and a mailing list that has high deliverability, that is, a high number of targeted clients receiving your mails. The people in the list given to you should be consumers who have already purchased or has an intention of purchasing products similar to what you are selling.
The mailing list should have very recent, accurate and legitimate information. Of course you don't want to buy a list that contains names of individuals who no longer exist or are not residing in the addresses stated. Many of the brokers just actually get the list from mailing list owners. The mailing list owners are the ones who are doing all the hard work in gathering all the necessary data. It's up to the brokers to actually check the accuracy of all the data given to them so that their reputation won't be stained once they sell those lists to merchants.
E-mail Lists
You have to be extra careful when you buy e-mail lists. Some of these lists are just gathered from Web sites so they are usually considered junk lists. Just try to get legitimate mailing lists. The ones compiled by people or businesses so that you will be assured that your
direct mail advertisement is really sent to real people who really exist and can read and respond to your e-mail.
Pricing
The mailing list's pricing depends on the demographic information that you need, how detailed are the data that you want, and the services that you ask. But in general, brokers ask for a minimum charge of $500 for the list that you want. There are also other brokers who give extra services like
direct mail designing and other mailing services.
To take hold of the right mailing lists can lead you to success. But the success of your direct marketing campaign still depends in your resources, effort, strategies and techniques. NO broker, however expensive, can assure you of that.
Direct Mail Campaign - What Are Some Essential Things To Consider?
By: Nitesh patel
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