As most direct mail marketers know, direct mail marketing is measurable. The response percentage rate is the “barometric” measurement for success. Direct mail is, therefore, more of a scientific study on what works better in terms of new customer acquisition. Consequently, direct mail can measure the success or failure of a mailing list choice. While many advertising mediums are loosely measured by an increase in revenue over time following a TV commercial, magazine space advertising, or radio advertising, direct mail can be specifically measured by counting new customers generated from a direct mail campaign.
Pinpointing Targets with Direct Mail Mailing Lists
With direct mail mailing lists, the direct mail marketer can pinpoint targets within their market and compare how well they respond to various offers. A “good” mailing list is one where everyone on the list is, for the most part, identical. The better mailing list is one where each person on the list shares something in common. Ideally, the more they have in common, the better.
Comparing Mailing Lists: A Case Study
Let’s look at two mailing lists that boast international travelers. The first is a list of self-reported international travelers we’ll call International Traveler, compiled from various self-reported surveys, both online and offline. The other is a list of subscribers to an international travel newsletter. The only way the publisher of this newsletter captures these subscribers is via one banner ad placed on a website dedicated to informing international travelers about immunization requirements in various countries.
With the first list of self-reported international travelers, we’ve got people finding these surveys on various websites. Each website has drawn these people from various interests. We may also have records on the mailing list that have been captured from direct mail surveys. Though this list may be larger and less expensive due to the multiple source compilation, it simply isn’t as strong as the newsletter list.
Evaluating Mailing List Performance
Though both lists may work well for your campaign, it’s generally accepted to compare the results of one list over another and mail more to the higher-performing mailing list. If there were multiple sources for your mailing list, it’s as if you’re mailing to several lists at once but not measuring the results over each.
For instance, when using a dentists mailing list, ensure that the list is targeted specifically to dental professionals who have a high likelihood of responding to your offers. This precision in targeting can significantly enhance the effectiveness of your campaign.
Questions to Ask Your Mailing List Broker
When choosing a mailing list for your next direct mail marketing campaign, remember to question the mailing list broker about the source of the list and learn as much as you can about the number of sources, when they were captured, how they were captured, whether they were responding to an offer or if they purchased something. Can you get a usage report of other mailers who’ve tested the list and have come back for a continuation? Are there enough available records in the geography you want to test within? This will help you choose the ideal list for your campaign needs.
By thoroughly understanding and evaluating the sources and quality of your mailing lists, you can improve your direct mail marketing campaigns' success and ensure a higher return on investment. For example, using a teachers mailing list for educational product campaigns can yield better results if the list is well-targeted and reliable.
By implementing these strategies, you can enhance the precision and effectiveness of your direct mail campaigns, leading to better customer engagement and higher response rates.