He might only use it once a year, but even Santa knows the importance of a keeping an up-to-date list. Not only that, he’s learned the importance of “checking it twice” – in other words, he knows how to qualify leads. What about your list? Have you checked it over lately? Is the data current? Have you focused your targets?
Your List is the Most Important Asset You Own
If you use direct mail, you probably already know that several factors influence a successful campaign. However, the right list is, without a doubt, the most important factor of all. You could write the best copy, have beautiful visuals and promote the best offer of the century. Yes, you could do all that – but if you don’t send it to the right person, it’s a complete waste of time and money.
So how do you go about getting the right list? While the professionals at Mail Manager can help with that, you can also start laying the groundwork by working through these questions:
#1 – Can you identify the audience for your product or service?
Keep it simple. Who would be the best match for your product or service? If you sell photographic film for old analog cameras you might want your message to reach schools teaching students photography 101. Pool service companies want to reach owners of pools and spas. If your service is dog training, how do you reach only households with dogs?
#2 – Your next step is figuring out their characteristics.
While demographics are key: household size, income, gender, and so on, you also need to know who really influences the purchasing decision. In other words, Dad may buy the product but only because Mom (the influencer) convinced him. So who’s the real target here?
#3 – Identify Your Optimal Timing
Last, but not least, timing is an incredibly important factor. Your mailing will be more successful if your message is received at a moment of high receptivity. For example, if you sell home services like painting, or cleaning, you might want to mail to new homeowners. You could market memberships to a wine club to new subscribers at a wine magazine. If you sell branding and website design services, owners of newly registered companies would be likely respondents.
These three things are good for consideration. By identifying the target, their characteristics, and the best time to reach them, you stand a better chance of response. However, because your list is your most important asset, we recommend that you use the services of a list professional. Together with you, they can help you put together the ideal list and avoid costly mistakes.
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