Tag Archives: direct mail
Mailing List Mistakes to Avoid – Part 4: Understanding Your Data
Welcome to Part 4 of the “Mailing List Mistakes to Avoid” blog series. This blog series will be a lineup of major mistakes people make when buying a mailing list and how to avoid them. If you haven’t read our previous posts, you can find them here: Part 1: Introduction to Investing in a List, Part 2: Research List Providers, and Part 3: Compilers vs. Brokers.
Now that you know the difference between list compilers and list brokers and have a better idea of what kind of company you want to work with and the quality of leads you want, do you know what kind of data you need? Don’t worry if you don’t, I’m here to help. Many people feel that they have been misled by list companies and have lost faith in targeted mailing lists. This primarily happens because people think leads are lists, and lists are leads. Did I confuse you? Okay, let me explain.
Leads are people that have made proactive requests about your specific product.
Lists are individuals targeted as “those most likely to be interested” in your products and services.
Knowing the difference between leads and lists is vital. Many marketers have been misinformed to believe or assume that every person on the mailing list has requested your products and/or services and that lists and leads are one in the same, when clearly they are not.
Understanding what you are purchasing when shopping for your marketing list will help you come up with the right approach and marketing messages to the audience you hope will buy from you. Also, “leads lists” is another term use for “lists”.
Now that you’re familiar with the difference between leads vs. lists, it’s important that you understand the ways that lists are built. Here are 3 main categories for the types of data that you might come across.
Compiled data – Regularly updated information, pulled from public sources such as postal records, county recorder offices, government records, telephone directories, and credit bureaus. This type of data is best used when demographic criteria is the best method of targeting your most likely prospect.
Response Data – These are privately owned files that are collections of people who have had to take a specific action to get on the mailing lists such as: subscribing to a magazine, purchasing a product, filling out warranty cards, entering sweepstakes, and joining a club/organization/association.
Sales leads – These are proactive requests from a prospect indicating an active interest in purchasing a specific product or service.
Now that you know the difference in the main types of data that make up a marketing list, you should be aware that different types of data and the different ways they are used will have distinctive response rates. Response rates can vary greatly depending on the type of data that is used for your marketing list.
Every year, the Direct Marketing Association puts together an annual report that shows average response rates for various types of direct marketing. It may be worthwhile to familiarize yourself with the organization and their reports. This will help shed some light on what is otherwise a dark and scary corner, hiding a monster that can eat your money before you even get to pull it out of your wallet. Here are some key notes from their most recent 2015 report:
– Direct mail achieves a 3.7% response rate with a house list, and a 1.0% response rate with a prospect list.
– All digital channels combined only achieve a 0.62% response rate (Mobile 0.2%; Email 0.1% for a Prospect list and 0.1% for House/Total list; Social Media 0.1%; Paid Search 0.1%; Display Advertising 0.02%).
– Telephone had the highest response rate at 9-10%.
Understand that there is no one-shoe-fits-all solution. However, having the proper expectations will allow you to try various lists and marketing strategies and decide if anyone or a combination of these will do. If you have any further questions about this topic, please call US Data Corporation at (888) 578-3282.
How to Measure and Track Direct Mail ROI
You’ve launched an awesome direct mail campaign, and now you’re getting responses. That’s great news! However, do you know how well your direct mail campaign is actually doing? The only way to know for sure is by measuring the campaign’s return-on-investment, AKA the direct mail ROI. Without evaluating the success of the campaign, you won’t really know how well your marketing investment did. Also, by keeping track of the direct mail campaign ROI, you can mimic successful campaigns in future direct mail campaigns or modify them to increase ROI. Continue Reading…
Mailing List Mistakes to Avoid – Part 3: Compilers vs. Brokers
Welcome to Part 3 of the “Mailing List Mistakes to Avoid” blog series. This blog series will be a lineup of major mistakes people make when buying a mailing list and how to avoid them. Make sure to read Part 1: Introduction to Investing in a List and Part 2: Research List Providers. Continue Reading…
Mailing List Mistakes to Avoid – Part 2: Research List Providers
Welcome to Part 2 of the “Mailing List Mistakes to Avoid” blog series. This blog series will be a lineup of major mistakes people make when buying a mailing list and how to avoid them. Make sure to read Part 1: Introduction to Investing in a List, here. I’m excited to jump into the first of major mailing list mistakes and share with you how you can avoid it.
In Part 1 of the series, I went over the two main ways to go about when acquiring a mailing list, the “Do-It-Yourself” option or the “Leave It to The Pros”. Both work depending on your business and what your end goal is. However, I favor professionals. Data compilers and list companies have access to more information than you could find on your own. They have spent the time, energy, and money to build relationships allowing access to certain databases containing information. So, if you have a real marketing budget, and you value your time, let the professionals handle it. Continue Reading…
Mailing List Mistakes to Avoid – Part 1: Introduction to Investing in a List
Welcome to “Mailing List Mistakes to Avoid – Part 1: Introduction to Investing in a List” blog series. This blog series will be the ultimate lineup of major mistakes people make when buying a mailing list and how to avoid them. However, today we’ll ease you into the series with a basic introduction to acquiring a list. Continue Reading…
US Data Corporation Receives 2016 Omaha Award
US Data Corporation has been inducted into the2016 Omaha Award in the Marketing Consulting Services category by the Omaha Award Program. US Data Corporation is among a very selected group of companies that have won the Omaha Award for eight consecutive years. This distinction has qualified US Data Corporation for the 2016 Omaha Award.
The Omaha Award Program recognizes outstanding local businesses in their local community. The Omaha Award Program identifies businesses that they believe have achieved exceptional marketing success in their community and business category. These companies enhance the positive image of small business through their service to customers and community.
US Data Corporation is the leading provider of mailing lists, email lists, email marketing, and direct mail marketing. Here at US Data Corporation, we strive to continue supporting our local community and provide excellent and trustworthy marketing services to our clients. If you are interested in learning more about our services, please call us at (888) 578-3282.
Why Your Direct Mail Campaign Failed
Direct mail marketing is a powerful communication tool with incredible targeting abilities that can generate measurable sales results for your company. According to research by CMO Council, when direct mail is done correctly, it works very well. However, when it’s not done correctly, it can fail hard. Whether you are wondering why your direct mail campaign didn’t do as well as expected, or you just want to prepare and be ready for your next direct mail campaign, make sure to read and remember these points to help you develop and implement an effective direct mail campaign. Continue Reading…
Introducing Haystack Precision Targeting
We’re excited to announce US Data’s new marketing program, Haystack™ Precision Targeting, a super targeted and customizable way to build your perfect mailing list. TV ads, billboards, and radio spots are great for getting exposure to a large audience, but you have no idea who’s actually interested in your offer. What if you could identify those exact people? Continue Reading…
4 Fatal Flaws of Postcard Marketing
Postcards are one of the least expensive and most effective forms of direct mail marketing. According to statistics from CMO Council, 54% of mailed postcards are read by recipients. Postcard marketing is relatively easy to create, generate a high response rate, and most importantly, are very good at grabbing a person’s attention. They require minimal effort and can be quite appealing with the right graphics and copy. That being said, there are many mistakes that marketers make that hurt the potential of their postcard marketing efforts. To avoid an unsuccessful marketing campaign, make sure to avoid these 4 fatal flaws of postcard marketing. Continue Reading…
USPS Goes Digital with Real Mail Notification
During last year’s National Postal Forum, Postmaster General and Chief Executive Officer of the Postal Service, Megan Brennan, announced a coming-soon digital mail program called “Real Mail Notification,” according to a press release by USPS. There has been a recent update that this service will go nationwide in 2017 and is currently a 67,000-person beta test in New York and Virginia. Continue Reading…