subject: Buying Tips for Getting the Most From Your Mailing Lists [print this page] Buying Tips for Getting the Most From Your Mailing Lists
Targeted mailing lists can increase the ROI of your direct mail marketing efforts, but just renting or buying a list isn't enough to guarantee you a good return on your marketing message. You need to be aware of the pitfalls and opportunities that lists offer, and go out of your way to avoid the first and take advantage of the latter. These tips for buying and using lists can help make your direct mail marketing more effective.
Work With a Reputable List Broker
Mailing list brokers and companies are expert at developing and designing mailing lists based on your criteria. An excellent mailing list provider can be the difference between a marketing campaign that flies and one that falls flat. Shop around as carefully for a list broker as you would for any other professions with whom your business works.
Know What You're Buying
A bargain basement list is usually cheap for a very good reason-it's not worth any more than you pay for it. In fact, it's probably worth far less. Lists that contain expired names, or that are gathered from illegitimate sources, by taping online sources that aren't opt-in, for example, will be ineffective in the short run and may actually damage your business' reputation in the long run.
Make Use of Filters and Selects to Get a Fully Targeted List
Highly targeted lists come at a premium, but the extra expense is usually worth it in terms of response to your marketing message. Before you contact a list provider, sketch out your ideal customer, then use selects and filters to compile your list. If your request returns too few or too many results, count on the expertise of the list company to help you narrow or broaden it based on their experience of what has worked for other businesses like yours.
Test Your Marketing Materials
Use your lists wisely to help define your marketing message. Select several small segments of your list and target each with a different version of your direct marketing mail. Track the results, then send out the most effective version of your marketing message to the entire list.
Update Regularly
Mailing lists get old and stale as people move in and out of your marketing segment. Don't make purchasing a list a one-shot deal. Instead, establish an ongoing relationship with a mailing list provider and update your list regularly to introduce new prospects and weed out those who no longer fit your demographic.
Follow Up on Your Mailing
Marketing gurus say that it usually takes seven contacts with a single prospect before they're ready to buy. Work out a timeline with a follow-up plan for every piece of mail that goes out to your mailing list - and vary the contact type among telephone, direct mail and email to maximize the ROI on your purchased lists.
