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It’s an axiom of the direct mail industry
that the biggest factor in the success of a direct
mail campaign is the list. Some say using the right
list will account for as much as 80% of the success
of any mailing.
So doing your homework is the logical first step
in planning your direct mail campaign.
It makes sense to think about who you’re
going to mail to – and invest your marketing
dollars in – because knowing who you are
writing to will also tell you how to phrase your
message and frame your “call to action.”
If you’re like most business owners or
small marketing departments, however, you probably
don’t have the time to do the research –
or to educate yourself on how to go about it.
Not a problem. There’s lots of help available
and most importantly it’s free!
Any experienced direct mail list broker will
do the list research for you at no cost. And advise
you of which lists they think will perform the
best for you. And, if you decide to rent one or
more of the lists, will negotiate the best terms
for you. All of this at no cost to you. Why? Because
the list broker is paid a commission by the list
owner.
You have to be a registered list broker, by the
way, to qualify for the commission. So the price
you would pay to a list owner if you contacted
them directly is the same price you would pay
through a list broker – who’s also
looking out for your interests.
What questions will a good list broker ask? [click
here to link to highlighted text below]
Checklist of Mailing List Research Questions
1. Where do the names on the list come from? What
sources are being used to create the list?
2. How often is the list updated? And when was
it last updated?
3. Are new names being added on an ongoing basis,
and if so, can names be selected by recency?
4. What demographic selections are available?
5. What other mailers have used the list recently?
And what kinds of offers were they making?
6. What are the terms for one-time and multiple
use?
7. Are net-name arrangements available and what
are they?
DirectMail.com can connect you to one of our
direct mail list research specialists who will
be happy to help you – again, at no cost!
Call us today at 1-888-690-2252 or click
here to see how!
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