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Address List
How to create and manage the single most important component of a successful direct mail program – the list.
Presented by: Carly Brown
© 2009 Click2Mail
Introduction Direct Mail Works
…because it’s targeted marketing
Your mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 rule
Your mailing list: The single most important component of DM Can reduce costs and increase ROI at the same time Is worth the time and effort to manage Enabler of personalization and VDP
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© 2009 Click2Mail
Our Agenda First things first – defining your objectives
Modeling - What is it? Why is it important?
Options - how to build or acquire a list
Buying a Mailing List – how does it work?
List Quality Control – a postal perspective
List Management - why bother?
Wrap up and questions
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Step #1Define your marketing objectives.
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Your Marketing Objectives
What am I trying to accomplish? Acquisition of new customers? Lead generation? Retention of existing customers? Direct order stimulation?
The list you use should reflect your objectives
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Response Expectations
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1%-2%
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Step #2Get to know your customer
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Know thy Customer Who am I selling to?
Who are my best customers? Why?
Geographic - Where do they live?
Demographic - What characteristics do they share? Age, income, gender, etc.
RFM - Recency, Frequency, Monetary value
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Modeling What is modeling?
Most likely prospectsresemble Your best customers
Why is it important?
How do I do it?
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Photos by: Anirudh Koul
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Step #3Building/Acquiring your list
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Building Your List
House Create your own house list using existing customers
Prospect Referrals Prospects Website registrants Event registrants
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Photo credit:Paul Keleher
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Acquiring a List Types of acquired lists:
Shared/Traded Obtain lists from another company
or organization Rental
SRDS – Standard Rate and Data Service www.srds.com
Rent a list from an online list broker
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Choosing the Right Rental List
Saturation
Consumer
Business
New Movers
Specialty
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Photo credit:Erich Ferdinand
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Compiled or Response? What is the difference?
Compiled lists Response List
Which one is the one for me?
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Photo credit:TheBusyBrain.com
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Buying a List How does it work?
Am I renting or buying the list?
How many times can I use it?
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What to Expect How much does a list cost?
Saturation -> $0.01+/record Consumer -> $0.03 +/record Business -> $0.05 +/record
Added costs for selects
Minimums apply
Added cost for multi-use
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Who Owns the List? List owner – Owns the data
and hires the manager to represent the list.
List manager – Promotes / rents the list
List broker – finds best list options, clears the offer and the mail date
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Step #4Managing your list
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Address Quality NCOA, CASS, DPV, ETC.
Why are these important?
Address Standardization
Move Update requirements
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NCOA
CASSDPV
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Database Management Why you need a house list and how it can be
enhanced
Why merge-purge and deduplication are important
Keeping your list up to date
How suppression can save money and embarrassment
Response tracking and list updating
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The ConclusionDirect Mail Works …because it’s targeted marketing
Your mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 rule
Your mailing list:The single most important component of DMCan reduce costs and increase ROI at the same timeIs worth the time and effort to manage
© 2009 Click2Mail
We Wish You Success Click2Mail.com
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Q & AThank you!
If you have questions, or for more information, visit www.Click2Mail.com, or contact us.
Click2Mail Customer [email protected]
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