Mailing List Matters

The United States Postal Service

Address List

Presenters; Lee Garvey & Antoinette Collins

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

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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

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Step #1Define your marketing objectives.

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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

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Response Expectations

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1%-2%

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Step #2Get to know your customer

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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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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

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Step #3Building/Acquiring your list

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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

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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

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Choosing the Right Rental List

Saturation

Consumer

Business

New Movers

Specialty

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Photo credit:Erich Ferdinand

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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

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Buying a List How does it work?

Am I renting or buying the list?

How many times can I use it?

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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

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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

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Step #4Managing your list

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Address Quality NCOA, CASS, DPV, ETC.

Why are these important?

Address Standardization

Move Update requirements

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NCOA

CASSDPV

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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

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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

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Q & AThank you!

If you have questions, or for more information, visit www.Click2Mail.com, or contact us.

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