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Vol. 4 No. 4 Helpful hints for purchasing a mailing list.Managed vs. Compiled - If you are looking to generate leads and increase foot traffic, a compiled list is the most appropriate. If you want a consumer to take action and actually purchase through the mail, a managed list of consumers that have made similar mail order purchases will be the most successful. Duplicates are good - When combining multiple lists from various sources, duplicates can be positives. A name appearing on two lists double qualifies a lead. If you purchase the same name twice, these “double qualified” leads could be mailed a follow up piece. The name has already been purchased and it is a hot lead. Identifying homeowners - The industry standard for identifying homeowners on a compiled list is anyone who lives in a single family dwelling unit (SFDU). Not all SFDU’s are inhabited by owners. Due to privacy laws, not all true owners can be identified by assessor data and mortgage data. Adding an additional selection to length of residence with 4+ years will maximize coverage without sacrificing quality. Identifying renters - Compiling a list of renters is a challenge. The best method is to choose multi-family dwelling units. There could be a percentage of condominium owners on the list though. You will also miss renters of single family homes. |
Vol. 5 No.2 Save direct mail costs by sending yourself a post card?By Stephen G. Barone, barodine marketing communication & research, LLC Visit www.ebarodine.com A post card might lack room for fancy graphics and a lengthy benefit message. Nonetheless, it has one feature that no other direct-mail piece can approach for the same money. The return service is free! An unappreciated fact about the humble 4x6 post card is that the US Postal Service will return it to you just like first class mail. This makes it a perfect, inexpensive way to prune mailing lists. A post card sent to a “bad” address will automatically bounce back to you—and with no cost for “return service.” For example, before a major catalog mailing, a modest post card campaign can pique the interest of your “good” addressees, and save you from mailing expensive catalogues to the “bad” ones. In sum, post cards sent before or after a major mailing will not only reinforce a marketing message, but also save you from wasting print, mail, and postage costs, too. |
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