So last week I left you with the basics on getting commercially available lists for your business. As usual I posted that last conversation on my blog. To review, go over to the blog. Today we’ll go over some other ways to grow your mailing list.
One way to grown your existing list is to use “turn-key” vendors who can get you lists that match your target audience. Then, they do the entire direct mailing for you, including the writing of the copy, printing, mailing, all the grunt work you shouldn’t be doing. we do a lot of this for our clients here at 3D Mail.
There are two others that I would highly recommend you check out. One is Dean Killingbeck's New Customers Now program. Dean works with restaurants, auto repair shops, chiro's, dentists and others to get new people moving into your area and introduce them to your business. Check out the site and tell Dean Travis over at 3D Mail Sent ya.
The other is Rory Fatt's Royalty Rewards. Royalty Rewards is a complete "auto-pilot" rewards/loyalty program that is great for getting your clients to come back more often and get them to buy more each time they come in. A great combination! Here's a video you can watch on Royalty Rewards. It's hosted by Rory and my dad Keith. We did a webinar on this a few months ago. Check it out here. I give both my highest endorsement.
A third way to grow your list is by compiling it yourself through lead generation marketing. We've discussed lead generation marketing before so I'll be very brief here.
Lead generation marketing is the ultimate ‘pull’ marketing strategy. It allows people who are interested in your product or service to pull information for themselves about you and your business, rather than
the usually ‘push’ marketing that you usually see.
Almost all “Madison Avenue” marketing is push marketing. What you need for prospects to ‘pull’ information from you is great bait, or a lead generation magnet. This is something that you’re prospects request from you. They come in many forms, but the most typical is free information about your business or industry.
That's a wrap on our discussion on mailing lists. I'll be back next week with some more great information for you. See you then!
To Your Direct Mail Success,
Travis Lee
www.3DMailResults.com
Showing posts with label mailing lists. Show all posts
Showing posts with label mailing lists. Show all posts
Friday, May 28, 2010
Thursday, May 20, 2010
How To Get Mailing Lists
Earlier in the week we discussed the lists you should be using in your business. If you missed that discussion or want to review, go on over to the past blog entries to catch up. Today we’ll talk about ways to get lists, and how to grow your own in-house list.
One way to get a list is to rent commercially available lists. This article discusses the basics of renting lists. We'll get to other ways of growing your list in upcoming tips.
First, understand you will be RENTING these lists for one-time, two-time or multiple use and the price will go up with each option. The lists will be “seeded” with false names and addresses that deliver your mail to the list owners, so they can police the use of their lists.
Second, you’ll probably wind up working with a List Broker. A good List Broker can be of great help to you and can usually help you uncover ideas that you did not originally consider. You’ll find the List Brokers in your own area in your Yellow Pages, under MAILING LISTS and LIST BROKERS or similar categories.
Third, you will need to educate yourself about available lists, in order to clarify your ideas about what you want BEFORE meeting with or talking with List Brokers. You can start at your nearest major city, main public library, where you’ll find a current or one-year-old copy of a huge directory called “SRDS”, for ‘Standard Rate And Data Service’.
While at the library, you should also read some back issues of trade magazines like Direct Marketing and DM News. In a couple of hours, you can become conversant in the terminology, the language of the list business, so you can ask smart questions and deal with List Brokers.
There’s more on renting lists, but I think you’ve got the basics covered here. Next week we’ll talk about ways to grow your own in-house list without have to buy or rent a list. See you next week.
To Your Direct Mail Success,
Travis Lee
www.3DMailResults.com
One way to get a list is to rent commercially available lists. This article discusses the basics of renting lists. We'll get to other ways of growing your list in upcoming tips.
First, understand you will be RENTING these lists for one-time, two-time or multiple use and the price will go up with each option. The lists will be “seeded” with false names and addresses that deliver your mail to the list owners, so they can police the use of their lists.
Second, you’ll probably wind up working with a List Broker. A good List Broker can be of great help to you and can usually help you uncover ideas that you did not originally consider. You’ll find the List Brokers in your own area in your Yellow Pages, under MAILING LISTS and LIST BROKERS or similar categories.
Third, you will need to educate yourself about available lists, in order to clarify your ideas about what you want BEFORE meeting with or talking with List Brokers. You can start at your nearest major city, main public library, where you’ll find a current or one-year-old copy of a huge directory called “SRDS”, for ‘Standard Rate And Data Service’.
While at the library, you should also read some back issues of trade magazines like Direct Marketing and DM News. In a couple of hours, you can become conversant in the terminology, the language of the list business, so you can ask smart questions and deal with List Brokers.
There’s more on renting lists, but I think you’ve got the basics covered here. Next week we’ll talk about ways to grow your own in-house list without have to buy or rent a list. See you next week.
To Your Direct Mail Success,
Travis Lee
www.3DMailResults.com
Tuesday, May 18, 2010
The Lists You Should Be Using
So where’d we leave off… That’s right, using direct mail and lists. To see where we started off last week, see my first blog post on the subject. To see where we left off last week on the use of lists, see that blog post below. Today we’ll pick up where our last post left off on the lists you should be using in your business.
The first thing to know is that all lists are not created equally, nor should they be. Today we’ll go over the four different kinds of lists you’ll encounter, in order of importance, starting with the most important.
First and foremost is your list of current and active clients segmented and sorted by a myriad of
topics. They can be sorted by SIC code in B2B, the products or services they’ve purchased, they’re buying behavior (do they buy only on sale, or at full price, one time of year, or year round, by brand etc), demographics and psychographics and many others. Your task as a marketer of your business is to ID and filter the segments that make the most sense
in your business.
A distant second to your sorted and segmented in-house list is your in-house list unsorted. While this certainly is better than advertising to the unwashed masses, it’s certainly not as good as having your list sorted and segmented as we described above.
Third on the list is a response list. A response list is a mailing list of individuals who have responded previously to direct mail offers, hopefully selling similar/complimentary to your. You can further segment these lists by the demographics and psychograpics we have discussed in previous posts.
Finally, there are complied lists of consumers and businesses. This is basic consumer and business data taken by survey, public records etc. There can be and is money in lists like these. You need to be sure you’re getting the right kind of demo and psychographics to match your copy and your offer to them.
There are few more kinds of lists out there, but those are the one’s we’ll concern ourselves with the most. So how can you go about getting those lists? We’ll talk about that a little later in a separate post.
As we discussed, getting the proper list should be your #1 priority when starting a new direct mail campaign. You’re in-house list should be your most profitable one. But what if you’re ready to move to cold prospects? How should you start? I’ve teamed up with a list
company to make that quick and easy for you. Just some of the benefits include:
To Your Direct Mail Success,
Travis Lee
www.3DMailResults.com
The first thing to know is that all lists are not created equally, nor should they be. Today we’ll go over the four different kinds of lists you’ll encounter, in order of importance, starting with the most important.
First and foremost is your list of current and active clients segmented and sorted by a myriad of
topics. They can be sorted by SIC code in B2B, the products or services they’ve purchased, they’re buying behavior (do they buy only on sale, or at full price, one time of year, or year round, by brand etc), demographics and psychographics and many others. Your task as a marketer of your business is to ID and filter the segments that make the most sense
in your business.
A distant second to your sorted and segmented in-house list is your in-house list unsorted. While this certainly is better than advertising to the unwashed masses, it’s certainly not as good as having your list sorted and segmented as we described above.
Third on the list is a response list. A response list is a mailing list of individuals who have responded previously to direct mail offers, hopefully selling similar/complimentary to your. You can further segment these lists by the demographics and psychograpics we have discussed in previous posts.
Finally, there are complied lists of consumers and businesses. This is basic consumer and business data taken by survey, public records etc. There can be and is money in lists like these. You need to be sure you’re getting the right kind of demo and psychographics to match your copy and your offer to them.
There are few more kinds of lists out there, but those are the one’s we’ll concern ourselves with the most. So how can you go about getting those lists? We’ll talk about that a little later in a separate post.
Marketing Tip Reader’s Only Special
As we discussed, getting the proper list should be your #1 priority when starting a new direct mail campaign. You’re in-house list should be your most profitable one. But what if you’re ready to move to cold prospects? How should you start? I’ve teamed up with a list
company to make that quick and easy for you. Just some of the benefits include:
- 95% Average deliverability rate. Your mail gets delivered and into the right hands each time.
- 92% Delivery guarantee. Other list companies only guarantee 90%. You mail will get delivered, opened and read.
- Updated monthly so you have the most up to date records and information
- 100% Nine digit zip codes
- Age, gender, income, marital status & more!
- Date of Birth
- Interests and Hobbies
- Credit
- New Movers
- New Homeowners
- New Borrowers
- Pre-Movers
- Even Voting party preference
- Plus Dozens more!
- SIC codes
- Sales volume
- Employee size
- Phone numbers
- Emails
- Website information
- Women Owned Indicator
- Square footage
- And dozens more
To Your Direct Mail Success,
Travis Lee
www.3DMailResults.com
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