Mailing List: How Are You Going to Improve its ROI?

Below are the three (3) things that every business owners should do in order to use

their time wisely and maximize the value of their mailing list.

1. Hire a Good List Broker.

Brokers who are experienced and have been in the industry for quite some time know very well a list will really work or not. Most brokers have relationships with the original list compilers so they have the access to purchase directly from the source and can even ask for discounts. Brokers with wide range of knowledge understands analytics which they can use to back up their recommendations with detailed information and can even explain the meaning behind all the metrics presented.

2. Make analytics to work for you.

With the use of the modern technologies we can now easily analyze with detailed information the statistics of every list in the market today. One good example for this is the test-to-continuation-ratio. This measures the success of the mailing list. If it gives a high response rate and a lot of consumers are continuously placing their order, then the mailing list is really working for the good of the business.

You can also check in the List Popularity Index (LPI) for your reference. This LPI is a list wherein you can see how recently and frequently the list is being used by the brokers or in other words how many times it was included in the recommendation of the brokers to their clients. This is very helpful for you because you can compare if the mailing list that the brokers are recommending are new and fresh in the market. If you have purchased a list that is in the market for quite some time then, chances are you will not get the result that you are aiming for.

Try to ask for a list profile so that you can have something to review. With the use of the list profile, you can have an overview of the frequency of distributions with regards to some specific dimensions like demographics, interests, and purchase behavior.

3. Choose your Mailing List Wisely.

There are many selections available in the market today. List brokers are very willing to offer them to you. But as a business owner, you have to be extra careful and meticulous because many of the selections available have an overlap. A good list broker should serve your best interests and should offer you different lists with not much overlap so that you wouldn't be wasting much money down the drain.

Yeah, business owners of course have allotted some money for renting those direct mail lists. But if you can select only those lists that can give you a very high return of investment (ROI) by direct mail campaign, you wouldn't be wasting your time, effort, and money sending e-mails to those individuals who don't have any interest of doing any business with you.

Remember, there's still plenty of space in each one's mailbox, and there's no other perfect time to send your precious mailing piece but now!

Mailing List: How Are You Going to Improve its ROI?

By: Nitesh patel

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