Mailing List Companies

What about the people on the opposite end of the age range?  Will mailing to the people age 85 and older join you till midnight?  The answer is, likely not.  They are more likely to join friends and family in the comfort of their own home, open a bottle of Champaign, and be in bed by 10:00 pm.  Certainly this is not all people over the age of 85, but you follow the logic.  There is a diminishing return for mailing people on the upper end of the age range.  Will, a few pieces of mail sent to this audience truly affect the bottom line?  The answer is, absolutely.  Follow the example below:

Example Criteria Set:
Geography:  4 mile radius from zip code 33914 (chosen in my home town where there is such a restaurant that offers an annual dinner event)

Age 30 Plus = 27,420 records

Age 30 to 85 = 26,609 records

A difference of 811 pieces x $1.43* = $1,159.73 Savings
*Average mail piece + postage

This is true bottom line savings on your overall ROI.

Trade Practice # 2 - Version Your Message and Offer For Best Resonation

Businesses that create a one mail piece for their entire mailing list inadvertently miss out on the benefits of versioning their message to say different things to different segments within their mailing list.  Time and time again, campaigns which include “segments” that are distinctly different from one another, respond better with different communication, creative, and offers.

Consider the example in Trade Practice # 1.  Likely, there are segments of people who may respond better to one message vs. another.  Let’s assume the mail piece will include a photo of a couple or a foursome enjoying dinner together.  If you’re mailing to a range of ages from 30 to 85, why not choose 2 or 3 photo versions, such that the younger age mail recipients will be mailed a mail piece with a photo of younger people.  The second and third mail piece would include the same offer, but a different photo of two older generations.  In theory, the message is much stronger when the mail piece ‘speaks’ directly to the different segments.

You may also consider mailing a completely different offer from one segment to another.  Let’s say you’re planning on mailing not only to a new list of prospects, but also to your existing good customers.  Your existing good customers are already familiar with your good food and good service, while the acquisition portion of the mailing may not be familiar with the menu and décor.  Incorporating changes to the mail piece provides a way to test offers and message response.

Trade Practice # 3 - Always Be Testing Something.

First and foremost, you should always test something.  Whether it is the mail piece design, offer, or targeted list, be sure that response measurement is active so that you know how well, or how poor the campaign is performing.  If your direct mail campaign doesn’t ultimately provide you with insight into future mailings, you’re wasting an opportunity.

Testing, of course, starts with the inclusion of a response vehicle.  How are you measuring response?  Is there a coupon code the customer will have to provide when calling in to order?  Must they bring in the mail piece to get the discount?  Be sure you are able to measure who responded from the direct mail campaign, from those that have come to your place of business from other advertisement.

The easiest test to incorporate into your direct mail campaign is the list.  Mail the same mail piece to two different segments of the population.  Then, tally the results from all the responders.  Is there a better response with one list segment over the next?

Testing starts with some assumptions.  How well do you know your current customers?  If you do not know what your current customers look like, you might be well advised to have your in-house list of customers enhanced with some simple demographic variables.  This will help you in choosing what target is likely to respond best.

Trade Practice # 4 - Align Your Messaging With Other Mediums So That Your Overall Communication Is Congruent.

Smart mailers are always conscience of integrating their direct mail messaging with other advertising mediums.  There’s a synergy that takes place with integrating the same branding colors, offer, tag line, characters, tone, logo, and story line when marketing.  Saying the same thing over and over to the same market, through multiple channels is more powerful that saying different things.  Saying different things to the same audience is usually counter productive.

Who is your primary and secondary audience?  Are your other marketing efforts saying the same thing that your direct mail message is saying?  Or are you giving your market mixed messages.  Use the same logo color scheme, same tag line, and same language.  Doing so builds brand and, if done properly, reinforces your brand through consistency, and ultimately provides the best chance for response and customer loyalty.

Trade Practice # 5 – Mail Multiple Times to the Same Audience

It is consistently proven that mailing more than once to the same audience will provide lift to your response.  Direct mail isn’t always effective as a “one shot deal”.  But, over time, your mail piece is remembered, your brand recognition develops, and your response goes up.

This can be done two ways; one, mailing the exact mail piece multiple times, or two mailing a different piece each time such that you tell a story as you reach your audience.  Each time you mail, your audience should be ‘pulsed’ with product / service value, your offer, and your call to action.  To be most effective, your mail piece should be similar enough for memory recall.

Trade Practice # 6 - Include Your In-house List of Customers Whenever Possible.

Whenever possible, you should mail your existing customers.  Whether you mail them separately, or include them in a direct mail campaign with a purchased list, your existing list of customers is your best list to mail.  It has been proven to outperform any acquisition direct mail list, time and time again.

Recalling the recommendation of message versioning, it’s highly recommended you make a different offer to your existing customers, than to a new list you are testing.  Again, highlighting new products and services from a trusted provider, or returning rewards with discounts to past customers will almost always outperform an effort to introduce your brand to new people.

Trade Practice # 7 - Consider the Competition When Defining Your Geographic Target Market.

Lastly, depending on the business you’re in; consider the competition when defining your market territory.  If you’re market territory is ‘local’ in nature, likely your competition is also.  All things being equal, are your customers driving to your location because you are closer to them that the competition?  Or do you share the same geographic market territory as your competition?  In either case, if you answer YES, you would likely benefit from developing a geographic market strategy when using direct mail.

Smart mailers will make a stronger offer as they mail closer to their competitions geographic location.  Others will avoid mailing to areas around the competitors because of they’ve experienced a diminishing direct mail response when mailing closer and closer to their competition.  Again, knowing your customers and why they buy from you will give you intelligence on how to find more customers.

If you currently do not maintain a database of existing customers, simply take a survey of your customers.  Ask them where they reside, why they buy from you, how they found you, and how you can improve to continue winning their business.  Make a list of the zip codes people tell you and look for patterns in where they are coming from.  Most businesses find that their best mailing audience to be located within the top 80% of where their current customers reside.  Of course, when a new competitor sprouts up, everything changes.