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He’s Making a List. How About You?

He’s Making a List. How About You?

The most successful direct marketing campaigns start with a good list. The list affects your campaign targeting, channel, creative and message. This holiday season make sure you start your campaigns off right with the list that best suits your needs.

Not sure how to choose your list? Here’s some tips to help you decide.

Type of Lists

There are two kinds of 3rd party lists available – compiled lists and vertical lists.

The most successful direct marketing campaigns start with a good list. There are two kinds of 3rd party lists available – compiled lists and vertical lists.

Compiled lists have been compiled from national public databases with sub-categories (i.e. parents, new mover, etc.) used for targeting. As a high volume list they are best for mass mailing campaigns.

Vertical lists are comprised of people who have purchased or inquired about a product/service from a company (i.e. magazine subscribers, memberships, catalogs, etc.). These are great for highly targeted campaigns, but cost more than compiled lists.

Your campaign and budget will help you determine which is best for your campaign.

Include Your House List

Renting lists is great for acquisition campaigns, but your best list is likely your internal list of customers. And the best part? You already own the data.

According to the DMA, house lists have a better response rate than prospect lists in both direct mail and email campaigns. Look to your existing customers first.

House Lists Response Rate Prospect Lists Response Rate
Direct Mail 3.95% 1.44%
Email 22.05% 11.43%
 Source: DMA Response Rates Report 2012

Clean Your House List

Bad data costs businesses $600 billion annually. Before you start mailing or emailing your customers, ensure you have the most accurate data.

Give your internal list a thorough clean to remove bad records, incorrect information and update contact information.

Now you’re ready to start choosing the right lists for your holiday direct marketing campaigns!

 

CiG partner and story spinner, Kevin Klein has spent 20 years and counting developing solutions for some of the most prolific marketers in Canada. His out of the box approach to problem solving is well versed in the practical and tactical. Kevin will always make time for an Anthony Bourdain, Farley Mowat or Bob Hunter anecdote. Just ask.

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