Direct Mail Versus Junk Mail
Using a powerful, simple, extremely cost effective way of communicating with customers has earned Joy Gendusa Inc Magazine recognition as the nation fastest growing direct mail postcard marketing firm with year 2006 revenues estimated at $17,000,000. Gendusa began in 1998 with zero investment capital. Today, her Clearwater, FL firm called PostcardMania, employs 140 people and prints 4 million and mails 2 million postcards representing over 350 business, finance and industrial clients each week.
The wrong list fails to target people who would want to buy from you and it is costly. In fact, this is what people refer to as mail It is junk because it is mail that is not relevant to the people it is mailed to and does not take into account their buying habits.
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.
You need a list.
This can be a list of existing customers or prospects who have inquired as a result of any of your marketing efforts or a list which you purchase or in some cases obtain for free.
The mailing list must contain the names of people who are likely to UGG Christmas Sale
be interested in the benefits of your products or services.
Don 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?
The four basic kinds of lists that you can use are (you can use all four):
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 UGG Christmas Sale
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.
title companies give us the mailing labels free. I tell them we want all the homeowners in 95401 which is a zip we get most of our business from. So they give us the mailing labels of anyone who is a homeowner from that lists. It saves money on labels and mailing lists. They even limit searches to specific categories such as all homeowners from that zip that got a loan from certain companies and they do the search according to that so I can really target the public so that the mailing will be more effective. 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?
Direct Mail and Do Not Mail Bills
As I have just said, the road to success with direct mail is careful selection of one mailing list. With that in mind mail would virtually fall by the wayside. The recent Do Not Mail bills attempting to thwart businesses and direct mailers from reaching out to potential customers is the main reason why targeted lists are so vital in the fight to cut out junk mail.
Ten states have recently introduced Do Not Mail bills in their state legislatures indicating that consumers are fed up with junk mail. If these bills are passed, a company wanting to send un requested mail to consumers would need to buy an updated copy of the state Do Not Mail list and check it against their own mailing lists adding unwanted workload to businesses that will curtail productivity in response to government red tape.
This in turn will have a severe negative impact on a state economic development as it will be a nightmare to the small business owner, who already is fighting government red tape, payroll taxes and the like not to mention trying to run a company in the black while keeping his staff productive and customers happy.
Junk mail is mail that is not directed to a specifically targeted mailing list. Consumers do not mind receiving mail promoting products and services they need that is mail is a difference.
When unsolicited direct mail (junk mail) overpowers targeted direct mail consumers begin to complain.
Which brings me UGG Christmas
to the fourth kind of list A highly exacting segmented list based on hi tech systems analysis that can define key prospects for a business for purposes of hitting the mark in marketing. This precise technology, which in the past was saved only for large corporations but is now available to the small business owner, finally gives businesses and entrepreneurs the ability to micro target their market for extreme results.
One can access very specific information about any company consumer client base with information that goes way beyond the standard criteria of age, income and gender used in list purchasing.
Imagine if a customer base can be broken down into 70 different segments and upon doing so, one learns that 30% fall into one segment, 20% into another and the other 50% is spread across the remaining 68 segments. Why mail to the micro percentages that fall into the other 68 when one can hit the 50% most likely to purchase?
One can learn the spending and saving habits of one customers along with details like what they enjoy reading and where they like to travel. Then an analysis is done with all that info and the geo demographics of that client base so that one can really find his/her exact market and promote only to them.