Tips for Successful Direct Marketing Campaigns

The following tips will help you be successful in your direct mail marketing experience.

Note that before you write and design the mailing piece, you should first select the right mailing lists. Until you know your list parameters, you won’t have the information you need to create a well-targeted piece.

“Clone” Your Customers

Senior Vice President Owen McCorry of new business development of American List Counsel says, “We recommend that our clients try to clone their best customers. If your best client is female, 35 to 45 years of age, married with three children and a household income of $50,000-plus, then we recommend using these attributes as the profile when searching for a mailing list.”

Use a List Broker

A list broker’s specialized knowledge of lists includes their profiles, quantities, costs, and sources. A broker will share this information for free with an agreement that the client will order the lists from him. The broker, usually paid by the owner of the list, earns a commission on each transaction. List users cannot order directly from list owners to obtain a lower price.

It is easy to find list brokers. A quick Internet search reveals more than 80,000 list brokers worldwide. Chicago's business-to-business yellow pages shows about 100. Before buying, you might interview several different list brokers. Make sure the one you choose is easily accessible. Can you get a person live on the phone, or do you have to leave a message? Does the broker listen to you? Does it appear he will take the time to truly understand the type of consumer you want to reach? Ask for references. When you find the list broker you want, take time to cultivate a beneficial long-term relationship.