When it comes to direct mail marketing, the listing is KING
That is what separates the pros from the amateurs. The professionals will spend some time and effort in finding and tracking down the right list, before they start putting together their sales letter and offer.
The experts know where to find this listing. They know the right questions to ask the listing agent, and they will not give up until they’ve found what they are searching for. They know that 70 percent of the direct mail advertising success depends on the right list. If they get it wrong, the entire effort is doomed.
Amateurs will start out by focusing on the sales letter
They’ll put all their spirit into producing the producing the ideal copy. They’ll also put all effort to having the perfect sellable item. A product they feel would be simple to sell and requires less persuasive.
Having the right list is much more important than all facet of a direct mail advertising system. It’s more important than the product, it’s more important than the sales letter and even the offer. Get more information over here – http://www.directmailsolutions.com.au.
To track down the best client list for your marketing effort, I’ve put together 5 acid tests you must need to proudly say you have got the right list. Failing to meet just one, will not do. Your listing has to pass all 5 tests.
Acid Test #1- Can They Have Cash?
The listing should have cash.I know this sounds ordinary sense, but I’ve seen marketers selling expensive merchandise to folks who cannot afford them. It makes no sense. This is as great as flushing money down the toilet.
Spend some time to research and know your client list. Ask questions to learn how much they make? What house they leave? Can they have a mortgage or are they renters? What’s their profession? How often do they go on holiday?
Acid Test #2- Are They Really Buying From Mail?
This is another crucial research you want to make. Find out if this listing is comfortable buying from direct mail. The perfect method to learn would be to ask the listing agent if they’ve bought or reacted to a direct mail offer before.
When clients have a history of buying things from direct mail supplies, they’re more comfortable to purchase again. Never offer your direct mail offers to clients who’ve never bought out of direct mail before. They will not be comfortable no matter how great your offer is.
Acid Test #3- Do They Open There Mails?
I remember my early days in direct mail advertising. I send a mail to top executives needing them to purchase a high ticket item. The gain margin was enormous and all I wanted was just a few sales to break up the bank.
Regrettably none of my offerings was opened by these executives. They all had secretaries that opened them and believed it to become junks.
Ensure that your clients do open there own mails rather than secretaries or assistants. Let your mails be addressed to them rather than the name of the business. Allow it to be personalised.
Acid Test #4- Can They Have Known Interest?
This is essential. Learn if these folks have a proven interest in the product you are selling. Failing to find this out would lead to failure. Ask the right question to your agent. Can they have an interest in such products? Can they have a history of buying this type of merchandise and if so when? It makes no sense selling to clients who don’t possess an interest in what you are selling. It is a perfect recipe for tragedy.
Acid Test #5- Can You Get Them Out Of Mailing List?
Some consumer group cannot be reached or discovered in a mailing list. Never market into a bunch if you cannot reach them onto a mailing list.
A mailing list gives you enough information on that consumer group which can help you tailor your offer to suit them. You will be a better conversion should you know their profile, buying history, financial status and a lot more. This is the significant benefits of a mailing list.
In conclusion, make sure that your customer list enters this acid test before using them. If it fails on anyone, don’t use it.