Direct
Marketing Advisor
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.
www.MelissaData.com |
1-800-MELISSA (635.4772)
|
editor@melissadata.com
|
|
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
|
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Advisor Article Library.
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