A recent study (by Pitney-Bowes) revealed that 60 percent of small business owners do not use direct mail; but, of the 40 percent who do, 90 percent say it is the most productive means of marketing they employ. This shows you how using direct mail effectively gives you an instant, significant advantage over all your competitors. The much-maligned USPS, deserving of much of its criticism, is still a bargain as a marketing force.
LISTS are an integral part of direct mail use. In fact, even pro copywriters like myself will admit the list accounts for more than half the success (or failure) of each campaign or project. This means that list selection is one of the most important things you can do. It deserves whatever time and attention is needed to get the job done right.
Most people fail at list selection and acquisition simply because they do not understand the basics and do not do their homework. This article provides a crash-course in the vocabulary of the list business and process of renting and using lists.
Mailing Lists Basics
The mailing list is the most important part of a direct-mail program. Basically, there are three ways to get a list:
1. Your own client and prospect lists. Yes, you SHOULD compile a mailing list of your own clients. The business owner with a list of all his past and active clients has a very important, valuable asset.
2. Build a list through lead-generation advertising. For example, let’s say you own a pet store. You might run a classified ad, continually, in certain sections of your newspaper that reads something like this:
BEFORE YOU BUY A PET, GET THE FREE REPORT: “21 MONEYSAVING TIPS FOR NEW PET OWNERS” CALL 000-0000 OR WRITE: BOX 2, XYZ CITY, 00000
Everyone who responds goes on a mailing list of key, qualified prospects for your pet store.
Next pot I'll discuss how to rent commercially available lists and the questions you must ask to avoid any mistakes. Until then, keep on marketing!
www.3DMailResults.com
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