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Article Title: Marketing And Mailing Lists - Making Money
Through The Mail
Author: Barry Hall
Word Count: 951
Article URL: http://www.isnare.
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What is mailing list marketing and more importantly what do you
need to know in order to properly market your business or
venture via mailing lists? Let's start with a look at Barron's
definition of both mailing list and direct mail marketing
(which is another way of saying marketing via mailing lists).
Mailing list: Compilation of possible customers prepared as a
list for use in direct-mail solicitation.
Direct mail: compilation of name and address records of
individuals who share a common characteristic, prepared for use
in direct mail solicitation. The commonality may be derived from
a purchase transaction or donation; a demographic, geographic,
or psychographic trait; or an affiliation. There are many
different kinds of lists including consumer or business,
internal or external, and compiled or direct response. An
internal list might consist of customers, prospects, vendors,
employees, or lapsed customers. An external list is one
acquired from an outside source. Compiled lists are created
from secondary sources such as trade show attendees or motor
vehicle registrations. Direct-response lists are built from the
names of responders to one or more direct-response
solicitations. Internal customer lists can be expected to
generate the best response to a list owner's offer because they
have purchased before. Successful direct-mail marketing depends
upon careful selection and testing of lists. The one time usage
cost of a consumer list averages $90-105 per thousand names for
mail order merchandise buyers or magazine subscribers and
$70-75 per thousand names for fund-raising donors. Some lists
cost as little as $50 per thousand. Business lists tend to cost
more, averaging $120-220 per thousand. Lists are combined prior
to mailing via a merge/purge process.
Based on these two definitions we can see that mailing list
marketing begins with the establishment of a database of
potential customers who you plan to market through a direct
mail solicitation. There are two essential functions that we
need to take note of here. One, you need to gather together
together a direct mailing list and the second is the using that
mailing list for mass marketing. Marketing via mail involves
more than randomly sending out an ad or email to as many people
as possible. Rather, successful mailing list marketing involves
creating targeted lists of people who are likely to be
interested in your products or services and using the power of
mail to reach large numbers of these customers at one time.
Now, these lists can take different forms and can be gathered
in different ways. For our purposes there are two general types
of lists, an electronic mailing list (i.e,. email lists) and
boring, old maillists. What is more interesting, is how one
puts their mailing list together. Barron's mentions the
following types of mailing lists:
Consumer mailing lists
Business mailing lists
Internal mailing lists - An internal list is a mailing list
that a company or organization compiles themselves from
existing customers, employees, prospects, vendors, etc..
External mailing lists - An external list is a mailing list
that is compiled by an outside vendor.
Compiled mailing list - A compiled list is a mailing list which
is created from "secondary sources such as trade show attendees
or motor vehicle registrations"
Direct response mailing lists - A direct-response list is a
mailing list built from the names of people who responded to
some sort of request designed to get their mailing information
(for instance, asking for someone's real address or email
address so as to sign them up for a newsletter or so that they
can receive announcements about the company or organization)
Now, in terms of the marketing value of each of these lists,
not all mailing lists are created the same. An internal
customer list is most likely to respond the best to a direct
marketing mailing list campaign. Given that they have already
purchased before they are likely to do so again.
What we have learned from the above is that a successful
mailing list marketing campaign depends upon a number of
crucial factors such as careful selection of a mailing list and
proper testing of the marketing campaign. Marketing via the mail
(whether through electronic mail or regular mail) is as much a
science as any other form of marketing.
What does that mean for you then. Well, practically speaking it
means that if you want to succeed at marketing through the mail
that you have to either learn the tricks of the trade or higher
someone who knows them. In other words, this is a real job, and
if you want to make money doing it then you should treat it as
such. Of course, the exact wisdom and/or expertise that you
need depends on your particular situation. A large corporation
will have a different marketing strategy than a start-up
business. The common denominator, though, is that it needs to
be done methodically and properly.
So, in order to answer our question above (what do you need to
know in order to successfully market your business or venture
using mailing lists), the answer is that a) you need to know
what kind of mailing list marketing campaigns are appropriate
for your industry, b) how to properly assemble together your
mailing list and c) how to properly solicit the members of your
list for the products and services that you are marketing. This
may seem a bit general, but it is crucial information which can
help set you in the right direction. Once you are aware of your
three tasks you can then begin the important work of trying to
apply those tasks to your real situation.
About The Author: You can learn more about mailing list
marketing at www.everythingtrue.
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For more free-reprint articles by Barry Hall please visit:
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