Nov 07, 2011
Do You Need a Mailing List? Why You Might, and How to Get One
We’ve been writing a lot lately about Every Door Direct Mail (EDDM), which allows you to mail to every address on a postal carrier route, so you don’t need a mailing list. We’ve talked about all the ways that EDDM can benefit local businesses. But those benefits don’t erase the fact that for many businesses, in many situations, a mailing list is essential.
Who needs a mailing list, and why?
1. Non-local and/or non-general? You might need a mailing list. Every Door Direct Mail is referred to as saturation mailing because you’re saturating a geographic area with your mailer (it goes to every address). EDDM, then, works great for local businesses that serve a very broad demographic in any given location. Think local restaurants or dry cleaners or video stores. But if your business is either non-local (you don’t serve customers in a single given area) and/or non-general (you serve a very particular demographic) then a mailing list will likely make much more sense that saturation mailing. Say, for example, you’re a mortgage company specializing in loans to first time homebuyers – you might buy a list of renters with incomes above a certain level. Or you’re a high-end interior design firm – you might target homeowners with homes valued above a certain amount who have recently moved in.
2. Business-to-business? You might need a mailing list. If you sell your product or service to other businesses, a mailing list that contains only businesses is probably your most economical way to send direct mail. One accounting firm, for example, wanted to sign new clients for its monthly payroll service. The firm bought a list of all of the newly incorporated businesses with 2 or more employees in the city and sent a personalized letter to each new business owner explaining the benefits the firm offers newly incorporated businesses. Because the mailer was so highly targeted and personalized for each recipient, the accounting firm got a 2% response rate. Every caller was exactly the kind of new client the firm was looking for (that was the point of the highly targeted list), and they all came in for a free consultation. The firm met its goal of 5 new clients, and its ROI was an outstanding 2000%.
3. Want to clone your most valuable customers? You might need a mailing list. One way to maximize the return on your direct mail investment is to target the highest-value prospects (those who will buy the most from you and keep coming back). How do you find those prospects? By “cloning” your most valuable customers. First, decide who your most valuable customers are – are they the ones who spend the most in your store? Or those who purchase the highest-value items? Or the ones who have been shopping with you the longest? Then look to your in-house mailing list to find the attributes of those customers that you want to clone. Do they live in a particular zip code? Are they within a certain age range? Do they share a similar profession? Those are the attributes you’ll want to select when you purchase your prospect list.
Which list is right for you?
If you decide that you need a mailing list, Click2Mail offers a full range of options that allow you to target your key prospects. Visit the Click2Mail Mailing List Center for details and to get started today, but broadly these are the targeted lists that we offer:
For a limited time, Click2Mail is offering 15% off on the launch of our new database of New Homeowners this month, we're offering subscribers a coupon worth 15% off a New Homeowners list purchase. Use coupon code 1742530808* at check out to take advantage of this special offer. . Visit the Mailing List Center to get started today. And remember, we’re here to help – reach us by phone at 1-866-665-2787 or online at https://click2mail.com/help.