The right direct mailing list targets people who want your product or service.
The direct mail mailing list is a key factor in a successful direct mail marketing campaign and a major point to consider in small business marketing strategies where marketing ROI (Return On Investment) is a key concern.
What really makes your direct mail marketing and advertising campaign successful?
The biggest single factor in success of your direct mail marketing strategy is who you send your mailings to.
A. You need a list.
This can be:
1) a list of existing customers or prospects who have inquired as a result of any of your marketing efforts or
2) a list which you purchase or in some cases obtain for free.
B. The mailing list must contain names of people who are likely to be interested in benefits of your products or services.
Don’t try and sell beer to Temperance Society or real estate to people who cannot afford it. You have to target your direct mail marketing efforts.
What kinds of lists are available?
C. The three basic kinds of lists that you can use are (you can use all three):
1. Your own list of prospects and customers. This is a list that you collected with your own personal marketing efforts. This is known as a house list. These people are most likely to respond to your offers, because they have responded in past.
2. A response list is a list of people that have actually done something. They have either purchased something from people who put together list or inquired in response to some offer or asked to be on list. They have some level of interest in topic or purpose of list.
These people have not previously responded to you, but they have responded to someone in a related area (if you have purchased a correctly targeted list) so you know they are at least warm.