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List Services - Facts:

The best approach is to choose a list whose subscribers fit your target market as closely as possible. For example, if you are selling geographic information systems to municipalities, a shotgun approach is a waste of both your time and your resources. By using bulk e-mail, you raise the ire of thousands of recipients of your e-mail, destroy your corporate image, and potentially damage your professional credibility. In this case, a targeted list, even though it will likely be much smaller, will get a much higher-quality response rate. Less is sometimes better.

 

Whether you join a publicly accessible discussion mailing list or choose to purchase an opt-in e-mail list from one of the many online sources, you want to find a mailing list whose members are your target market. You will have to do your homework here, because there are thousands of mail lists to choose from.

Others have no letter, some have no brochure. Each of these variables are tested against a "control" package: the direct mail package that has been working the best for the company. If one of the new test packages beats the control by pulling a greater response, it becomes the new control package against which all other packages are tested.

 

It took time for commercial e-mail lists to become a part of mainstream direct marketing and the medium is still evolving.

 

Some Many of the e-mail lists available today from brokersare called opt-in lists. They're largely response lists because they represent names and online ad-dresses of individuals who have either bought something online or agreed to accept online offers. Unlike traditional (postal) mailing lists, This clause also gives you additional leverage: if you tell someone that when they lose the court case for abuse of your list they will be paying your attorney as well as their own, they're more likely to admit to the additional usage without a court battle and fess up to the additional usage charges. Or at least think again about using your list twice if they read your contract. By the way.

 

Although its format is informal looking, the data card in Figure 4.2 is typical of the arrangement of information you receive from list brokers. No standards exist for data cards but most brokers provide the type of information shown here. Notice the cost per thousand (/M) based on recency and the other selections available on this list.

 

With the thousands of compiled and direct response lists, plus the possibilities for compiling your own, list decisions can be puzzling.

More about List Services.   See also: Telemarketing List and Telemarketing Leads.

Response Makers - List Services