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A good mailing list is key to the success of a direct marketing campaign. This is the slides from Click2Mail's USPS webinar.
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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
www.click2mail.com
© 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
www.click2mail.com
© 2009 Click2Mail
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
www.click2mail.com
© 2009 Click2Mail
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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© 2009 Click2Mail
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
© 2009 Click2Mail
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
© 2009 Click2Mail
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
www.click2mail.com
© 2009 Click2Mail
Choosing the Right Rental List
Saturation
Consumer
Business
New Movers
Specialty
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Photo credit:Erich Ferdinand
© 2009 Click2Mail
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
© 2009 Click2Mail
Buying a List How does it work?
Am I renting or buying the list?
How many times can I use it?
www.click2mail.com
© 2009 Click2Mail
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
www.click2mail.com
© 2009 Click2Mail
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
www.click2mail.com
© 2009 Click2Mail
Address Quality NCOA, CASS, DPV, ETC.
Why are these important?
Address Standardization
Move Update requirements
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NCOA
CASSDPV
© 2009 Click2Mail
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
www.click2mail.com
© 2009 Click2Mailwww.click2mail.com
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
Future webinars
Sign up for our newsletter!
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© 2009 Click2Mail
Q & AThank you!
If you have questions, or for more information, visit www.Click2Mail.com, or contact us.
Click2Mail Customer [email protected]
www.click2mail.com