Mail From
“how Do I Buy a Great Mailing List?”
1. Before you go about finding that great mailing list for your marketing campaign, you need to define your audience. Precisely who is your market? The more precisely you can define your perfect target audience, the better you’ll be able to segment your mailing, and the better your response will be.
2. It is an accepted acxiom in direct marketing that the closer to a consumers’ last purchase you can reach them, the more apt they are to be responsive to your offer. Therefore, try to find a list that is updated and cleaned on a regular basis. An old list is more likely to have invalid records on it than a fresh one.
3. Select a reputable vendor to purchase (remember that lists are “bought” for one-time use only, unless multi-use arrangements have been negotiated beforehand) your list from. The most important criteria is to make sure that they are a member in good standing with the DMA (Direct Marketing Association). If you don’t see the DMA logo displayed on their site, don’t assume it is safe to use them. You can contact the DMA online at: www.the-dma.org.
4. Select a list that most closely mirrors your target audience. For example, if you are trying to sell gym memberships in your local area, make sure you target people who have demonstrated an interest in physical fitness and fall within any specific age, gender or income parameters you may have. Don’t expect to appeal to just anyone.
5. Buy only what you can afford. It is important to test with direct mail. Your first try might not work, don’t put all of your eggs in one basket.
6. Don’t be afraid to raise your hand. Contact the vendor and ask for their suggestions as to what you should test. They are the professionals and can most likely save you a lot of time and frustration. The biggest decision you will have is whether or not to buy a Compiled List or a Response List.
About the Author
Shammi Kapoor Unplugged - An Email From Pakistan
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