Ok lets look at the first key to direct mail success. That is the list of people you are sending to. The list makes up about 50% of the requirement in direct mail success. You must send to the right people in order to get a response.
So, with that being the case lets take a look at the types of lists:
- House Lists (your clients)
- Responder Lists (people who have responded to like offers before)
- Compiled Lists (purchased list based on whatever specs you choose)
Your most valuable list is your house list. It is important to keep it clean and up to date. There are many methods to do this. You can remove duplicates and bad addresses to clean it up and then run NCOA to make sure the addresses are current. If you need any help in these areas let us know. Along with names and addresses in your house list you should be capturing other client information such as what they purchase or donate and any other information that can help you target an offer to them.
The 2nd most valuable list is responders. These are people who have made inquiries with you in the past, but have not become clients yet. It is important to keep track of who these people are and what they have responded to in the past. You can help tailor your message to them if you track this information.
Lastly, we have the compiled list. There are way to many list options out there for me to come even close to being able to list them all. So lets just say you can buy pretty much any type of list you are looking for. If you have specific questions please give us a call and we can help. One very valuable option is to try to get a list of people who are like your current customers. This is done based on running an analysis of your current customer database, coding people into groups and then gathering a list of people who are just like them.
The next key is offer. We will discuss this in the next blog post.
Call us 619-448-6111 or email us firstname.lastname@example.org with any questions, we are glad to help.