Remember Me
forgot your password?

Mailing Lists - Part 5 of 5 - Your own mailing list

The best mailing list available is the list you create from your own customer database.  If you are not collecting contact information from your customers, then start doing so immediately, this list can be a gold mine.  Why is this list so valuable?  Because not only can it help you generate sales, it can also save you money - you get two for one!

Before we get to how your customer database can both make you money and save you money, there are a few basic things that you need to know about compiling and maintaining your own database.

1.  Proper format for your list.  Mailhouses prefer lists in an excel format, though I do not recommend using the comma delimited option since some names may include a comma.  I usually save lists in a tab delimited format.  You want to break your name out into several fields:

First Name

Last Name

Suffix (such as Jr. or III)

Full Name (First Name, Last Name and Suffix combined)

Company

Address 1 (Use the complete address, do not break each part into separate fields)

Address 2 (Apartment and Suite numbers)

City

State

Zip

You should also have email information and phone numbers, but for mailing they are not necessary.  The rest of the mailing information will be added by the mailhouse when they process the list.  You want to have a combined field for the names since it is easier to import, but there are times (such as when you are personalizing a letter) that you will need the names broken out.

2.  People Move.  Before you send out your mailing, run your list through the National Change of Address (NCOA) database.  This not only makes sense because you can find the correct addresses of customers without wasting printing and mailing costs on them, but it is also being required by the USPS - even for bulk mail.  Technically, it is already required by the USPS but they are giving customers a grace period.  On average, for a list run through the first time, you will have a return between 10% to 15% address that are changed.  Any mailhouse that you use can update your list for a nominal fee, even though it is not mandatory right now, you need to take advantage of this service.

3.  GIGO - Garbage-in, Garbage-out.  Assuming that your customers or potential customers are filling in their mailing information online or by filling out a card there could be some errors made - that's right some people can't even fill out their own addresses correctly.  When you run your list through a mailhouse, they will Coding Accuracy Support System (CASS) certify the list to check that all addresses (not names and addresses, just addresses) are viable for mailing.  You are notified of any addresses that do not qualify.  No more mailing to addresses that don't even exist.

Once you have your list all cleaned up and ready for mailing, be sure to take advantage of a list that only you have.  Treat your current customers like gold, send them specials and build brand loyalty.  Taking advantage of information no one else possesses is a great way to generate revenue.  Now only mailing to your current customers doesn't directly bring in new customers, and you can never have to many new customers, so keep on mailing introductory offers to people you want to reach.  But before you mail to a list that you got from a list broker, have them dedupe the list to take out duplicates of your current customers.  This is a great way to save money, especially if you are mailing to geographic areas or income groups.  You may want your current customers to receive the mailer anyway, but some introductory offers are lower than what your current customers are paying and they may want to know why they didn't get that price.

Instead of buying a list, take advantage of what you already have!

Please visit our website at www.gagepress.com.

Bob Waters

Bob Waters has been in Printing and Mailing since 1995. He is the President of GagePress.com and works with businesses to improve their ROI in the Direct Mail field.

Rate this Article: 5 / 5 stars - 1 vote(s)
Print Email Re-Publish

Add new Comment



Captcha

  • Latest Direct Mail Articles
  • More from Bob Waters

It's a Trend for Woman to Own Tiffany Jewelry

By: aaryn | 25/12/2009
Tiffany necklaces

How to wear Ugg boots (2)

By: aaryn | 25/12/2009
Ugg boots

Care for your Ugg boots

By: aaryn | 25/12/2009
Ugg shoes ,Uggs

Choose tiffany jewellery, choose the fashion

By: aaryn | 25/12/2009
Tiffany necklaces,tiffany jewel

Ed Hardy clothing in cold winter

By: aaryn | 25/12/2009
Ed Hardy Jeans,Ed hardy clothing

Tips on Using Doppler Prenatal Baby Heart Monitor

By: aaryn | 25/12/2009
discount baby monitor.

Direct Mail Postcard - Sell Your Promotion, Not Your Company

By: Travis Grant | 22/12/2009
The number one mistake people tend to make when creating a postcard for direct mail is that they try to sell their whole company, instead of just a particular promotion.

Targeted Vs Saturation Mailing List

By: Travis Grant | 22/12/2009
There are two types of lists that can be used to target potential clients with a direct mail piece. The first way would be to do a "saturation" mailing. A saturation mailing list is compiled by mailing to everyone on a mail carrier's route. A "targeted " list is compiled using specific demographical criteria.

Divide Your Direct Mail Costs

By: Bob Waters | 15/07/2009 | Direct Mail
Here is a good way to reach your customers through Direct Mail but at the fraction of the cost of a solo mailing - have several business split the cost to advertise on the same mailing.

Bookmark It!

By: Bob Waters | 13/07/2009 | Printing
Save money by using the humble bookmark to keep your name in front of customers and potential customers.

Gang Up On Your Printing

By: Bob Waters | 13/07/2009 | Printing
How to save money on your printing when you have multiple versions to print.

Pimp Out Your Postcard

By: Bob Waters | 12/07/2009 | Direct Mail
There are a lot of ways to add bells and whistles to make your postcard mailing standout from the crowd.

Calendars - Make each day count

By: Bob Waters | 11/07/2009 | Printing
Simple tips to maximize your ROI with your Company Calendar.

Attract More Business with Magnet Postcards

By: Bob Waters | 11/07/2009 | Direct Mail
Keep your name in front of consumers for a weeks and months by making your Magnet Postcard indespensible to them.

Save a LOT of money by Drop-Shipping your mailing

By: Bob Waters | 11/07/2009 | Direct Mail
The major expense of almost every mailing is postage, take advantage of USPS discounts and save up to 20% of your postage by drop-shipping your mail.

Submit Your Articles Free: Signup
Article Categories




Use of this web site constitutes acceptance of the Terms Of Use and Privacy Policy | User published content is licensed under a Creative Commons License.
Copyright © 2005-2008 Free Articles by ArticlesBase.com, All rights reserved. (0.23, 6, w3)