Great Mailing Lists
The most important element of any direct mail program is the mailing list.
This is one rule to which there are no exceptions. If you use the wrong list, everything else is futile. Market-savvy timing; distinctive mailing piece; catchy headline; creative copy, perfect offer--none of it matters one iota if the mailing piece goes to people who aren't good prospects. Your mailing is gonna tank!
Depending upon which dm guru you fancy, the list is anywhere from 40% to 60% responsible for the success of a mailing. The upside of this rule, of course, is that once you select the right list, you're more than halfway to running a successful direct mail program.
The terms "list" and "database" are often used interchangeably. Once you add any information beyond the name and address to a list, it starts to become a database." Then, using a computer, databases can be searched, manipulated, and analyzed, making it possible to target your direct mail efforts ever more accurately.
But the resulting proliferation of lists--the computerized refinements--makes the job of selecting the best lists daunting. That’s why so many successful marketers use list brokers or consultants to aid them in the list development and procurement process.
www.GreatMailingLists.com
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