Direct Marketing Advisor

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It’s All About the List

Your list- It’s the crucial step to direct-mail marketing success. The 40/40/20 rule of direct-mail marketing states that a full 40 percent of your success is contingent solely on the quality of your mailing list. The following articles are from our Favorite Authors, and you find all the articles they’ve written on direct mail marketing in our Favorite Authors Archive.

Specialized Mailing Lists Make All the Difference
By Joy Gendusa, founder, PostcardMania
If there is one thing I can’t say enough about, it is that the most important part of your mailing campaign is your mailing list. It is vital that you put the right amount of energy into learning about lists – who to mail to – so that your mailing efforts aren’t wasted. There are a few different ways that you can get an adequately, targeted list.  Read about them now!

How To Own Your Local Consumer Market With Saturation Mailings
By Bob Martel, president, JMB Marketing Group
If you do business locally, or want to enter a new market area quickly, you don’t want to overlook the value of a saturation mailing within a radius of your business, or across a specific ZIP Code. The USPS® is standing by, waiting to help you deliver a cost–effective message to your new prospects!
Ready to read more about Saturation Mailings?

March 2011

Simple Rules to Make the Most of List Rentals

By Dave Scott, CEO, Marketfish
The secret to successful list marketing is good testing. Unfortunately, many companies aren't sure how to test effectively. They simply rent a list of prospects, send out their e-mail to everyone on that list, and wait for the results. When their campaign isn't successful, they assume list marketing doesn't work, and never try it again. If testing is done right, it can be a powerful tool for any direct marketer. The following rules will increase your chances of a successful list marketing campaign.

Finding The Right Mailing List For Your Business
By Dan Anglin, Senior Sales Specialist, Modern Postcard
The right list is critical to the success of your mail campaign. 40-41 percent of your direct mail success begins with the list. It doesn’t matter if your mail piece is beautiful, has a great offer, a stunning design, or a strong call to action. If you add in the wrong list, what happens? No response. What’s the key to list selection? Find out what your customers look like and then go out to find more that look just like them! Learning from your own customers is the best way to find out who your next customer is going to be.
Discover what you need to know to get the right list for your next campaign.


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► Words of Wisdom
"You can make lots of mistakes in direct mail. You can create a terrible package that no one will open. You can set your price too high—or too low—and people will not buy. You can offer your products at the wrong time. But nothing is as bad as mailing to the wrong list."
- Jeffrey Dobkin, Favorite Author and speaker on highly-responsive direct mail.

► New List Web Service Debuts with Saturation Lists
Melissa Data’s List Web Services are REST/XML Web-based applications that can be integrated into your custom applications and used to get counts and pull lists for internal or retail use. This service is ideal for high-volume list buyers and brokers, mailing house printers, and franchise corporations.
  • Full access to list counts and ordering for your customers or internal staff
  • Develop your own private label so users see your corporate brand and logo
  • Create a new revenue stream
  • Purchase immediately online and then invoiced at regular intervals
Industry Updates!

► Important Reminder. New postage rates NOW in effect!
New postage rates went into effect April 17th. If you are a MAILERS+4 customer, the new rates are in the new May 2011 update and ready to go. If you would like a copy of all the postal rates, we have a pdf file you can download or print out available here.

► Intelligent Mail® barcodes are not mandatory, yet - USPS extends deadline
The IM barcode will eventually replace the POSTNET barcode, and will be required for automation discounts. But since it has been extended beyond the May 2011 deadline, indefinitely so far, mailers must continue to print the POSTNET and PLANET® barcodes to receive discounts. There are (will be) 2 IMb solutions, Basic and Full.

About Melissa Data Corp.
Melissa Data is a total solutions provider of direct mail, marketing and data quality tools. Melissa Data helps companies acquire and retain customers, validate and enhance contact data, improve marketing ROI, and save money on postage and mail processing. Since 1985, Melissa Data has helped companies like the FBI, Northrop Grumman, AAA, Safeway, and the Atlanta Braves improve customer communications.   |    1-800-MELISSA (635.4772)    |


April 2011

In this Issue:

Marketing Advisor: Special Edition
Specialized Mailing Lists Make All the Difference
How To Own Your Local Consumer Market With Saturation Mailings
Simple Rules to Make the Most of List Rentals
Finding The Right Mailing List For Your Business

Trade Show Events

Melissa Data will be exhibiting this spring at:

Internet Retailer
June 11-14, San Diego, CA
Resource Center
Your direct link to product collaterals and support, white papers, case studies, industry news, and articles on data quality, direct marketing, and direct mail.
Free Trials & Demos

Data Quality Suite

This newsletter will remain online in our web site press room for 30 days. You will always be able to read these, and all previous newsletter articles, in the Advisor Article Library.

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