Mail Lists 101 Getting the best mail list for your money
Mail Lists 101 2 Introduction As a business you invest a great deal of time and money in the production of your marketing campaigns. You produce direct mail, email, and perhaps even compose social media postings. This all takes time and money, which you hope will be rewarded with a high return on your investment. Even with the best campaign ideas, the highest degree of design and the most compelling call-to-actions, your efforts have gone to waste if you do not have the proper mailing list. The mail list is the most important component in your campaign efforts, and the decision of which list to use should not be taken lightly. The rule of 40-40-20 for direct marketing states that 40% of a successful campaign is based on the target audience (or the mail list), 40% from the offer and 20% on everything else. We are going to focus on the first 40% (the other two are fully covered in Documation s DMAutomation website www.documation.com/dma under campaign tips). This paper is to help clarify some of the confusion that you may encounter when looking for mail lists, as well as provide tips to help you in the list buying process. Getting Started Finding the right mail list starts with analyzing your product and offer in order to determine who is most likely to be interested. Ask yourself these questions: 1. What is the goal of this campaign? (Increase revenue, gather donations, advertise events, promote products, etc.) 2. Which channels of marketing do I want to use? (Direct mail, email, social media, TV, etc.)
Mail Lists 101 3 3. Who would be most likely to purchase my product/services? 4. Who am I marketing to? (Businesses, individuals, etc.) 5. How will my product/service benefit the consumer? 6. What kind of demographic is most likely to want my product? (income, buying habits, kind of business, etc.) 7. What are the best geographical areas to sell my product/ service? Is it regional or nationwide? Once you can confidently answer these questions, it is time to determine where your mail list will come from. Choosing a Mail List Provider There are many different places to purchase mail lists, but you, as the consumer, must be very selective in this process. This is usually an indication of you get what you pay for. There are some very basic and specific things to consider when purchasing a list, which are outlined below. Brokers vs. Compilers: There are two types of businesses that sell lists: brokers and compilers. Compilers are businesses that build their own lists and sell them. When selling directly, they are most likely to sell you one of their own lists (while others may be better suited to your needs). Brokers buy large volumes of lists from multiple compilers. They don t usually favor one compiler over another, rather they focus on which list best fits your marketing needs. Broker lists are also more affordable because of the volume discounts they receive from the compilers. Deliverability Rate: Most reputable dealers have a guaranteed deliverability rate (look for over 90%). Every list will have a few bad addresses, but with this guarantee you can rest assured that the addresses are confirmed to be good and are updated often. Without a high deliverability rate, half of your list may get dumped for bad addresses. Make sure you get what you pay for!
Mail Lists 101 4 New Data: When you buy a list from a reputable dealer, your list should take some time to compile. If you order a list and receive it instantly, it is most likely a canned or premade list. While these can be okay, usually they contain old data which may be undeliverable, or worse yet, so overused that the recipients are irritated with spam and disregard messages from companies they are not familiar with. Try to look for list dealers who can create custom lists just for you. While this may take a bit longer, it is well worth your time and effort. Reputable Providers: When looking for the right list provider, do your homework. A reputable provider will be willing to give you information about their business, including information on where they get the lists, how often they are updated and deliverability rates. Find out how long they have been in business. A reputable company will readily provide you answers, as well as sample lists and quotes. Not only should they have high deliverability rates, but a guarantee to replace undeliverable contacts as well. Types of Mail Lists After you find your list dealer, it is time to determine what kind of list is best for you. There are many different kinds of lists, and while each has its own advantages and disadvantages, it is your job to determine which is the best fit for you. House List: A house list is built internally in your company and includes your current customers and others who have shown an active interest in your business. A house list can take some time to compile, but have very good results. Of course, they are limited to prospective customers you have already considered, and do not offer opportunities for other new business relationships.
Mail Lists 101 5 Response List: A response list is purchased from a list dealer and includes contact information for people who have responded to offers similar to yours. Since they have already shown an interest in your market, they are more likely to be interested in what you have to offer. The response list is a great tool to attract new business. Targeted Demographic List: A targeted demographic list is made up of a target group of individuals based on specific criteria that you provide. This can include (but not limited to): Consumer Data: income, buying behaviors, demographics Occupant Data: residence type Real Property: homeownership and mortgage records New Homeowners: updated weekly and monthly Movers: Premovers and new construction Specialty Data: Choose a location, distance, neighborhood, or even specific street! Opt-In List: An opt-in list consists of people who actively want to receive direct mail and are very receptive to offers through direct mail mediums. While usually the most expensive, it is very effective. Segmented List: The segmented list is like a targeted list but is much more detailed. The list can be created on items such as spending habits, vacation patterns, etc. Targeted (Cloned) List: A targeted (cloned) list is a list that uses your existing customer list and finds new potential customers based on similar traits and buying habits.
Mail Lists 101 6 Mail Lists: Other Considerations After you select your dealer and know what kind of list you want, there are still a few items to consider. Usage Requirements: Determine how you will use your list. Will it be a one time mailing or would you like to reuse the list later on? Most lists are sold on a one-time use license, and you are in essence renting the list. You are only allowed to keep the contact data for contacts who responded to your offer/service. If you would like to use the list for a multi-media campaign or for other mailings, you will need to purchase a multiple use or unlimited license. What Do You Need? Before having the list generated, be sure to specify how you would like the data and any special information you will need. If your mailing pieces use just the first name in a variable field somewhere, it would not be beneficial to purchase a list that has first and last names combined into one field. Communicating this information before purchasing the list will avoid extra work later on or additional charges from the list provider. Response Data: You own the response data, so you will need a process in place to collect this data. Some multi-media marketing providers offer this in the form of a digital dashboard, giving daily status updates on export options. All emails are also required by law to have an opt-out button which must unsubscribe them from all future mailings. Publication Dates: More like an opened box of crackers and less like fine wine, lists do not age well. Since people are constantly changing jobs, relocating and having changes in their family status, you need the most current information. It is very important to purchase the list just before publishing your campaign to obtain the best results.
Mail Lists 101 7 About Documation Documation s goal is to provide our customers superior quality products and printing services with exceptional customer service. Documation offers tailored solutions for direct multimedia marketing from list procurement, printing, publishing, mailing, to digital recording of data and full analysis of your campaign. With state-of-the art technology, we take pride in continuing to be a leader in the printing and multimedia marketing industry through creative innovative products and tools. Call us today and discover the industry s leading products and services we offer!