WELL. The title of this article can be a bit misleading. I probably should have titled it “some things about mailing lists”. I’m not really going to cover everything about mailing lists.
There is too much to cover. Today I will cover the basics.
So if you’re a bit new to direct mail, you’ll appreciate the simplicity of this article.
So are you ready?
What is a mailing list?
That seems fine to me. In simpler terms, these are names that should represent your target market. In other words, it is who you are sending your sales pitch or offer to.
Guys: Believe it or not, there are different types of mailing lists you can choose from. And you must be very demanding. In fact, one of the most reliable places to start looking for your list is the SRDS Direct Mail List Sourcebook.
Professionals in this business hate to admit it, but it’s better to have a good list with good writing skills and a poor product than to be a top-notch copywriter with a compelling product sent to the wrong list.
So as you can see this is very important.
Let’s look at the most common types.
compiled. These lists of names are usually collected from various sources such as phone books, public records, directories, court records, surveys, etc. These lists are usually the least productive.
Subscriber. As the name suggests, these lists are exactly what they say they are…subscribers to something like a magazine or newsletter. These lists can be great for submitting your offer, but not as powerful as actual “buyers” lists.
Buyer. These are made up of real people who bought from the company. For example, Gurney’s Seeds and Nurseries Catalog Buyers is a list of everyone who bought from your catalog. As you can see, these are some of the best names you could send email to. But there is another type that, if handled correctly, is the most profitable list to mail to and this list is called…
House. This is your buyers list. And it is without a doubt the most profitable asset you could have. If you don’t have a house list, then you should start building one today!
Terminology
Let me explain some mailing list lingo. This will help you when looking for a mailing list to rent.
For starters, when you get a mailing list, you’re renting the list, not buying it. It is usually rented for a single use. Sometimes other terms such as unlimited use are resolved.
A-list racer can be compared to a real estate agent. he represents the buyer. On the other hand, a list manager (Think back to the real estate agent), except that he represents the saddle.
Most good mail order companies make their names available for rent. It’s a great source of additional income and they do nothing but submit the new names each month to their list manager.
So now you come along and you want to rent out the mailing lists and try to sell your stuff to your customers or subscribers.
data cards they are the list of a list. In other words, it summarizes the details about the mailing list. There are a lot of details on a data card, but I’ll highlight a few things here. By the way, your listing broker should be able to give you all the information you need. Just ask.
Last update. This is the date the list added new names to the file. You’ll want to make sure the list is updated frequently and has the latest names available.
list cost. This is the rental rate listed. Cost is per thousand and can range from $100 per thousand to over $200 per thousand. Keep in mind that the more specific the listing, the higher the cost.
Sales unit is the average amount people spent on mailing lists. It’s best to get a listing with a comparable sales unit for your own stuff.
list source. This tells you where the names come from. For example, names could be generated from:
Internet
Direct mail or direct mail sold
Radio
TELEVISION
Print (space ads, magazines, newspapers, classified ads, etc.)
Compiled (from public records, warranty cards, etc.)
Attendees (of a conference or meeting)
Segments/Selections. This gives you options to select names based on region, gender, or other demographics.
ListDescription is a summary of the people on the list.
Usage List/Continued. This provides very valuable details to help you decide whether or not to rent the listing. This shows you which other senders have used the list. It is often divided between those who have tried the list and those who have continued it.
So, if you see a sender who has tested and continued a list you’re considering, and their offer is like yours, then there’s a good chance the list will work for you.
I’ve covered some aspects of mailing lists, but I’ve only scratched the surface here. Call your listing broker and ask questions. Request data cards and study them. I am also available to help.
Until next time.
Yours for more profit.
