Wednesday, March 10, 2010
Buying a maillist doesn't have to be a complicated process. Anyone can do it. Answer the questions below and you'll be well on your way to starting a direct mail campaign. Then, check out the video for a quick overview on how to go about purchasing a maillist.
Who are my customers?
Are they businesses?
- Are they large or small businesses?
- What industry are they in?
- How many years have they been in business?
- Are they headquarters or branches?
- What job title do they typically have?
Are they consumers?
- Are the male or female, or an even mix of both?
- Do they have children?
- Are they homeowners?
- What income levels do they come from?
- How old are they?
- Are they single or married?
Where do my customers live?
- Are they from a local neighborhood or scattered geographically?
- Are they all in a specific city or state?
- If they just moved to the neighborhood would your business potentially benefit from their limited number of relationships?
Why do my customers buy from me?
If they received a postcard what would they respond to?
- What stands out?
- How is it different than every other offer they get in the mail?
- How does it engage them to interact?
- What would make them want to learn more about your offer?
How much can I afford to spend?
- How much can you spend on advertising for one sale and still make a profit?
- What type of return do you project?
- How much does it cost to print?
- What type of postage estimate has your printer given you?
- How much to design your piece?
- Are there additional costs associated with your offer (coupon)?
Finally, have I communicated with my print vendor or marketing expert what my goals are for the mailer and where I want to increase my revenue? I only mention this because printers can be marketing experts too but usually for no additional cost. It may seem like all we do is print and there is no difference between one company to the next, but a great print rep is exposed to a number of different mailings in a given year and usually has a unique perspective on what tends to have success. Even for the print reps that do not follow customer results and really only care about printing, I bet they ALL know what customers do a reprint of a mailing. Chances are if someone is spending money on a marketing campaign over and over again, then they are probably having success with it. Well, at least Albert Einstein would hope so!
"Insanity: doing the same thing over and over again and expecting different results." - Albert Einstein