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"From the time I began my business until today, I have expended energy and money on my mailing list. Bankers believe that our physical plant and our computer systems are our main assets but they are mistaken. It's our list."
– Lillian Vernon, CEO of Lillian Vernon Corp., in her book, An Eye for Winners |
The most vital aspect of a direct mail marketing campaign isn't a creative letter or a dazzling offer. It's a good mailing list of prospects.
In fact, advertising professionals say that as much as 60 percent of your success in direct mail depends on getting the right names. But before you can find the perfect list, you need to define your ideal customer based on factors such as:
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Geographic location
Age, gender and income level
Profession or educational level
Hobbies
Size of a company |
If you're trying to sell luxury cars to affluent people, it's obviously a waste of money to mail an offer to folks earning $30,000 a year. But that's just what some companies do. This is truly one area where you can be "penny wise and pound foolish."
You can try to search for mailing lists yourself but there are literally thousands to choose from. Some are compiled from the names of people who have responded to an advertisement or purchased a product. Others are simply lists of people in a certain profession, such as doctors or landscapers.
It's generally best to find a broker who can identify the right lists for your company. Then, make sure the names are current. Even a list that's 12 months old already has many names and addresses on it that are no longer accurate because people move, close post office boxes, retire, and make other changes.
Test the Waters: Once you find some lists that you believe will work, try a small mailing before you leap into a huge campaign.
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Our firm provides the information in this e-newsletter for general guidance only, and does not constitute the provision of legal advice, tax advice, accounting services, investment advice, or professional consulting of any kind. The information provided herein should not be used as a substitute for consultation with professional tax, accounting, legal, or other competent advisers. Before making any decision or taking any action, you should consult a professional adviser who has been provided with all pertinent facts relevant to your particular situation. Tax articles in this e-newsletter are not intended to be used, and cannot be used by any taxpayer, for the purpose of avoiding accuracy-related penalties that may be imposed on the taxpayer. The information is provided "as is," with no assurance or guarantee of completeness, accuracy, or timeliness of the information, and without warranty of any kind, express or implied, including but not limited to warranties of performance, merchantability, and fitness for a particular purpose.
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