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Title: Mailing Lists - Keeping it Simple
Author: Joy Gendusa
Article:
The right direct mailing list targets people who want your
product or service.
The direct mail mailing list is a key factor in a successful
direct mail marketing campaign and a major point to consider in
small business marketing strategies where marketing ROI (Return
On Investment) is a key concern.
What really makes your direct mail marketing and advertising
campaign successful?
The biggest single factor in the success of your direct mail
marketing strategy is who you send your mailings to.
A.You need a list. This can be:
1)a list of existing customers or prospects who have inquired as
a result of any of your marketing efforts or
2)a list which you purchase or in some cases obtain for free. B.
The mailing list must contain the names of people who are likely
to be interested in the benefits of your products or services.
Don't try and sell beer to the Temperance Society or real estate
to people who cannot afford it. You have to target your direct
mail marketing efforts. What kinds of lists are available?
C. The three basic kinds of lists that you can use are (you can
use all three):
1. Your own list of prospects and customers. This is a list that
you collected with your own personal marketing efforts. This is
known as a house list. These people are most likely to respond
to your offers, because they have responded in the past. 2. A
response list is a list of people that have actually done
something. They have either purchased something from the people
who put together the list or inquired in response to some offer
or asked to be on the list. They have some level of interest in
the topic or purpose of the list. These people have not
previously responded to you, but they have responded to someone
in a related area (if you have purchased a correctly targeted
list) so you know they are at least warm.
This is a direct mail mailing list you can purchase from the
owner of the list (such as a magazine or company) or a list
broker.
3. A compiled list is a list of people who were selected to be
on the list because they possess the characteristics that you
asked the list broker to screen for.
Examples of characteristics used to target correctly may include
age, sex, geographic location, income level, etc. These are more
fixed characteristics than response list characteristics, which
are behavioral characteristics.
Case study: California based Sun Pacific Mortgage's Forest
Tardibuono found a great way to get the right direct mail
mailing list for his company which has a very successful direct
mail marketing strategy based on postcards and direct mail
mailing lists. "The title companies give us the mailing labels
free. I'll tell them we want all the homeowners in 95401 which
is a zip we get most of our business from. So they'll give us
the mailing labels of anyone who is a homeowner from that lists.
It saves money on labels and mailing lists. They'll even limit
searches to specific categories such as all homeowners from that
zip who got a loan from certain companies and they'll do the
search according to that so I can really target the public so
that the mailing will be more effective." Mailing lists,
correctly targeted, can make the difference in a mediocre
promotional campaign to a wildly successful promotional
campaign. It really just depends on what you are willing to have
- success or mediocrity. So which is it?
About the author:
<b><i>Joy Gendusa</i></b> founded <b><i>PostcardMania</i></b>
(<a
href="http://www.postcardmania.com">www.PostcardMania.com</a>)
in 1998, her only assets a computer and a phone. By 2005 the
company did over $12 million in sales, employed over 100 people
and made <i>Inc. Magazine's</i> prestigious <i>Inc 500</i> List
as one of the 500 fastest growing companies in the nation.
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