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Helpful
Articles |
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The
Right List for You |
| When trying to
determine which list to select for a specific direct-marketing campaign,
and in order to meet your goals and objectives for that campaign, it's
important to get the answers to some specific questions: |
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What is
the profile of your customers?
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What
have you previously mailed and what were the results?
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What
lists have you tested and how effective were they?
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Have you
tested different direct-mail pieces?
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Do you
have a direct-mail piece that has proven itself in the market?
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Do you
have suppress file to merge against?
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Do you
know which demographics to include and exclude?
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| Once
you have answered these questions, you will be in a better position to
select the right list segment. It's also a good idea to carefully
examine the list selections you want to use to make certain they will
accomplish your direct-marketing goals. Here are several factors
to consider: |
- Does the list match
your customer profile?
- Is the list proven to
be direct-mail responsive?
- How often is the list
mailed with correction endorsements?
- How often is the list
NCOA updated?
- Does the list broker
offer 100% deliverability and refunds of all undeliverables?
- Can you select only
100% Zip+4 names?
- Can you select names
with verified phone number for better accuracy?
- Is the list segmented
for greater targeting and selection?
- If it is a Church
list, can you select or exclude denominations, size or
responsiveness?
- If it is a Consumer
list, can you select by income, head of household age, presence
and/or age of children, or other demographic information?
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| In
order to ensure the best long-term results, we recommend you test lists
based on various demographic selections with different key codes for
each segment. Make certain you have an effective tracking system
in place to analyze your results! |
