Direct mail campaign is about making direct contact with existing and potential customers to promote our products or services. Unlike media advertising, it enables us to target a particular group of people with a personalized message. Direct marketing is cost effective and extremely powerful at generating sales.
Mail is tangible. Because direct mail is actually delivered onto customer’s and prospect’s hands, they are sure to see and browse your message. Since customers may physically touch a bit of mail, in addition to that, they examine its contents as reliable.
But the challenge in a direct mail campaign is how to find the right mailing list?
There are basically two sources that can help us to narrow down our mailing list selection.
1. Building our own customer database
It’s an axiom of the marketing industry that the most important factor in the success of a direct mail campaign is the list. Some say using the right mailing list can account for the maximum amount as 80% of the success of Email Marketing.
So, building the in-house customer database is that the logical opening move when planning for direct mail campaign. The customers and the prospectors who have shown their interest in our products or services in the past comprise a large part of this database.
We can also use some criteria to target, high- quality customers like age, sex, income level, geographic location and make up a list of potential customers.
Finally, we can also use Opt-In mailing list, this is a listing made up entirely of prospects who have “ASKED” to be mail-clad to with marketing materials.
2. Using List Brokerage Services
A List Broker act as an agent for those who wish to conduct marketing campaigns via direct mail. They just provide us a list of customers that contain their name and contact info. The list broker’s main task is to do research for specific mailing list owner and rent the mailing list to us from an owner.
The List Manager is the one who can determine whether to approve or decline the rental process of specific mailing list. He supervises the rental of specific mailing list and keeps track of all the business related activities like the payment they got for rented lists.
Finally, good list managers/brokers will provide us with a list recommendation that will be the best fit for our products or services regardless of whether they manage the list.