A Checklist That Shows How to Order Mailing Lists Like a Pro It’s tragic but true that you could lose money in your direct mail campaign because of oversights in ordering your mailing lists. Many direct marketers have learned that one mistake can result in a frustrating loss of sales and time. You must choose the right lists, and you must make sure your ordering is handled correctly. It is critical you order your lists properly. This involves reserving your mail dates, having sample mail pieces available, using cost-cutting techniques, and just plain ordering the lists that will really be best for you. Take nothing for granted! Always put everything in writing and consider each of the following: Reserved mail dates protect you The very best mailing lists require a reserved mail date. Any list that doesn’t, beware! It could reflect poor results from other mailers so no one uses the list, or the list owner is not protecting your mail date. Other mailers could mail at the very same time decreasing your response. A good list has many users, but the owner should not let anyone mail for one week on either side of your mailing. Your sample mail piece is vital Owners of good lists also require a sample of what you will send to their list. Since many times it is the owner, not the list company, that makes the final approval, allow time for his busy schedule. Legally, the sample must be exactly what you will be mailing. Including an explanation of any potential changes. Competitors will normally allow you to use their lists (if they can use yours sometime), so always try for approval. Shipping delays can hurt your mailing Even the shipping of your list from the computer house to you can be a problem. If you’re in a hurry, always specify that you want the lists shipped air freight like UPS RED or Federal Express—or you can rest assured they will go UPS ground. An 85% net name arrangement can save you money! One of the most overlooked aspects of ordering a mailing list is asking for the merge/purge discount. This ranges as high as 15%, and you get it for deducting duplicate names from the various lists you order (or your own) after a merge/purge process. But you must ask in advance! A larger quantity of names (usually set by the list owner, the range is 25,000 to 50,000 minimum) is required to receive this benefit. Specifying your label format prevents big headaches One of the most common errors during list ordering is not specifying label formats. Most lists come on 4-Up Cheshire labels which are affixed by a lettershop machine. Is this what you want? Or do you want a computer tape or self-adhesive labels (pressure sensitive labels)? You must specify! Split tests can bring you greater response Testing is vital to improving your direct mail. For example, you may wish to test one offer against another, a high price vs. a low price and other important tests. If you do test (and you should) make sure that your list has a good, mathematically consistent selection. For example, a 5,000 test is divided 2,500 and 2,500, each with names representing an even cross section of the entire list (called an “Nth” selection). Simply splitting a list in two will not give you a valid test. The key code disaster you can easily avoid Most mailing packages are designed so that orders from each different list can be tracked by a number or letter particular to each list. Many a mailer has tested different lists only to discover they forgot to use a key code with which to identify the lists that were profitable, and those that were not. SPECIFY! Profit special selections that can boost your mailing’s Success! Special selections on a mailing list are often overlooked. Your broker should tell you, but always ask. These special selections can greatly improve your results. They include selections of recent names (which usually work better), product category (making the list more specific) and the amount of purchase (if you are selling a $40 product, you want people who buy $40 products). How to choose your geographic selections The best way to market your product is nationally, unless there are compelling reasons to do otherwise. But whatever you do, specify any states you specifically want (or wish to avoid). A money-saving idea for your rollouts When you find a successful list and wish to reuse it, consider omitting the first usage if it’s been within the last few months. Many mailers have a decrease in response because they didn’t specify the omission. Your vital confirmation Finally, be sure to check your confirmation acknowledgement which your list broker will send you after you order. This will contain all your instructions. Read it carefully to make sure everything is correct. Not only could you have forgotten something, but the broker or the broker’s typist or computer house) could have made a mistake. Check it thoroughly. Save this checklist. Use it the next time you mail, and you will help assure your success in direct mail!
InfoMat, Inc. |
Dear Broker:
We always strive to give you the best list recommendations. If you should ever have any questions about the quality and integrity of our lists, please call me personally. Sincerely, Craig Huey |
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