Secrets to List Selection – How Not to Fail
Nearly 50% of the success of your direct marketing program rests on your list selection.
With over 60,000 lists on the market it’s easy to feel overwhelmed. You must decide which lists will deliver your message to your target customer.
Whether it’s a segment of your internal list that you collected from customers when they purchased online or an external list, the list you use for direct mail, email or telemarketing is critical. This lists represents the universe of people to whom you are going to present your offer.
Is your offer relevant to the people you present it to?
You need to ensure that the list is composed of your target audience before developing your campaign. This is why that nearly 50% of the success of your direct marketing campaign depends on your list selection.
The offer
The offer is almost as important as the list and of course, your product, solution or service must be useful, timely and priced appropriately for your target market.
Remember that the right list and the right offer will generate responses even if the creative is poor..
The creative needs to express your offer in a clear and compelling manner that will gain the attention of your target audience but if you get the offer and list wrong than your certain failure.
There three types of lists:
- Internal Customer/Prospect Database
- External Response Lists
- External Compiled Lists
Your customer database either contains active or inactive customers and is going to perform better than any external list that you could ever purchase. Your database is evolving and changing and constantly eroding active customers unless you are constantly renewing, up-selling and cross-selling like a magazine publishing or membership sites.
Response lists
These are people that have taken action to get on the list like paid magazine subscribers or active membership sites. These could be special interest and respond well to direct mail offers that serve their niche. These lists will generate the highest response rates since the synergy or relevance is there.
Compiled lists
Come from public records with specific demographics like women over 50 that battled with breast cancer. These lists tend to perform the worst and maybe the hardest to convert.
Free 100 leads from InfoUSA from your neighborhood or across the country you choose or call me for more detailsbuy mailing lists Guaranteed and a 100 free leads if you open an account today!
Timothy Little – Marketing Consultant with over 15 years of successful direct mail and database marketing experience!
Service Description
* We will customize and write a strategic marketing plan based on your competitive edge and Unique Selling Proposition
* The Free marketing audit is focused on your hidden assets can be done by phone or fact to face.
* The marketing audit will save you between $10,000 – 100,000 in advertising costs
* We will help you to discover your assets and grow your business in several ways Guaranteed.
* Develop selling skills to increase sales
Marketing plan development with a focus on your unique selling proposition including market needs, demographics, analysis, strategy, break-even analysis and marketing budget. I have innovative database techniques to increase response rates with testing and analysis.
Telephone: Call (313) 269-9951
Email address: Tim G. Little
References and Project Portfolio will be Provided on Request
Website Analytics – Lead Generation
Analytics help marketers adapt their Website to customer behavior
Direct marketing is about measuring, it’s about always making your conversions and response rates higher. Direct marketing is about making gradual improvements to your landing pages to improve your conversion rates and sell.
If the great recession teaches us anything it will it will teach us to measure what’s working or not working and maximize the value of our Website.
Marketers are relying on Web analytics to move beyond simple brand building to turn traffic into relationships and leads to sales.
Some marketers are fine-tuning their Web analytics to focus on measuring which activities generate leads that convert sales.
Consulting companies that guarantee to improve conversion rates are only paid when they generate a sale.
This is performance based consulting…
so you must be laser focused to convert customer traffic into leads that buy.
Web statistics such as page views, site visits, bounce rates and average time spent on Website are great for determining content on the site that is best engaging visitors and driving them to register and contact the company.
As a business the job of your Website is to sell
In the old days the relationship building was important to the sales rep. Today the relationship building can be automated to stay cost competitive in your marketing niche.
Web analytics will drive change…
Web analytics can be useful in determining what Website content is engaging to users and what is not. From this information you make changes to improve conversion rates. Web analytics deliver results in real time based on metrics including external search engine results from targeted keywords.
Web analytics direct marketing is about generating traffic than measuring and improving your design to convert traffic to targeted leads and eventually sales.
Free 100 leads from InfoUSA from your neighborhood or across the country you choose or call me for more detailsbuy mailing lists Guaranteed and a 100 free leads if you open an account today!
Timothy Little – Marketing Consultant with over 15 years of successful direct mail and database marketing experience!
Service Description
* We will customize and write a strategic marketing plan based on your competitive edge and Unique Selling Proposition
* The Free marketing audit is focused on your hidden assets can be done by phone or fact to face.
* The marketing audit will save you between $10,000 – 100,000 in advertising costs
* We will help you to discover your assets and grow your business in several ways Guaranteed.
* Develop selling skills to increase sales
Marketing plan development with a focus on your unique selling proposition including market needs, demographics, analysis, strategy, break-even analysis and marketing budget. I have innovative database techniques to increase response rates with testing and analysis.
Telephone: Call (313) 269-9951
Email address: Tim G. Little
References and Project Portfolio will be Provided on Request
FREE Amazing Mailing List Finder
This Mailing List Finder helps….
to solve one of the most confusing problems in marketing.
Marketers from around the world have loved the results from this tool and NextMark has recently grown to become one of the most popular Websites for finding mailing list. NextMark, Inc is a leading direct marketing tools provider.
Why do mailing programs fail?
Is because the right offer is being mailed to the wrong prospects. The goal of the Mailing List Finder is to help marketers to avoid the costly mistakes by making it simple to find highly-responsive niche lists they may have missed in other mailings.
The tool will help you to optimize a highly targeted group of prospects who will better respond to your offer. This Mailing List Finder will allow you access to the exact information on more than 60,000 postal, email, and telephone lists.
Normally, only list brokers would have access to this much information and the access costs would be at least several hundred dollars a year if not thousands through membership sites like Standard Rates and Data Services subscription services.
This is the most powerful free marketing tool that I have ever seen offered on the Internet. The website also works as partnership matching service between marketers and market service providers. This online tool will make it easier for marketers to get connected with list brokers in the future. The mailing list finder is the new “Google of mailing lists” it pulls relevant data from over 1400 list managers and list owners you can search from 60,000 mailing lists in matter of seconds. Please feel free to call me if you need help with locating any of the list you find in the Mailing List Finder.
Free 100 leads from InfoUSA from your neighborhood or across the country you choose or call me for more detailsbuy mailing lists Guaranteed and a 100 free leads if you open an account today!
Timothy Little – Marketing Consultant with over 15 years of successful direct mail and database marketing experience!
Service Description
* We will customize and write a strategic marketing plan based on your competitive edge and Unique Selling Proposition
* The Free marketing audit is focused on your hidden assets can be done by phone or fact to face.
* The marketing audit will save you between $10,000 – 100,000 in advertising costs
* We will help you to discover your assets and grow your business in several ways Guaranteed.
* Develop selling skills to increase sales
Marketing plan development with a focus on your unique selling proposition including market needs, demographics, analysis, strategy, break-even analysis and marketing budget. I have innovative database techniques to increase response rates with testing and analysis.
DYMO Label Writer Twin Turbo The perfect printer for any small business! See why people rave about this direct mail marketing printer and why you can’t survive without it!
Telephone: Call (313) 269-9951
Email address: Tim G. Little
References and Project Portfolio will be Provided on Request
Small Business Marketing
Small business marketing includes most of the businesses in the US today.
The opportunity is unlimited but the risks are higher since small business is volatile, nomadic and hard to define into segments.
The largest component of the small business market is the micro-market and these are businesses with fewer than 4 employees. This group makes up the largest share of the small business market.
The differentiation of the micro group from the from the larger segment is important when approaching because micro-businesses are often part-time.
Before approaching this group you need to test your offers with smaller segments and if you make selects that are too large without testing your results could be skewed. Worse than this is to roll out a large promotion with the wrong assumptions. During the early stages of testing it would be great to exclude micro-business from the mix.
Know Your Customer
When selecting new lists you should always profile a snapshot of your best customer by recent purchases, frequency of purchase and how much money they spend and than include demographics as far as age, income, and geographic location. You should be able to match up your current customer lists against cooperative databases. You can also analyze the size and type of business that buy your products.
This process shows the relative penetration of, these markets within various employee ranges, this will also point you into the SIC if your analyzing business to business lists and cross them against your database to find the customers that give you the best ROI.
With this most valuable data you can then target your prospects who behave like your best customers minimizing the risks and maximizing the profitability of your prospecting.
DYMO Label Writer Twin Turbo The perfect printer for any small business! See why people rave about this direct mail marketing printer and why you can’t survive without it!
It makes sense to pay more up front for an email address since the long run benefits will pay for themselves buy mailing lists
New Asset Mobile Direct Marketing
The potential to reach customers through mobile devices is tremendous.
Cell phone or mobile direct response is quickly becoming a great way to increase response of both digital and traditional direct marketing.
Direct marketers are excited about the personalization opportunity that mobile marketing offers. There is good opportunity when using other direct marketing channels include direct mail, print advertising can become interactive in seconds through mobile cell phone devices.
Your Marketing Plan
Your campaigns should be organized in a marketing plan set objectives and goals, estimate your average lifetime value of a new customer and have back-end products and services that you can sell for increased profit potential.
A newer technology is mobile bar-codes your customers would use their cellphone camera to launch a Web site or initiate a phone call or text message.
Dell had great success with leveraging mobile media to reach small business owners this audience is likely to have Internet access on their mobile device and are more likely to be college educated and work full-time.
This audience is growing each day because of developed nations like China. India and Europe could include a 15 billion web searches via mobile phone.
When planning a mobile marketing campaign:
- Make things simple for prospects or customers and give them something of value in return for opting in
- Prospects are more likely to give an email than a cell phone in a opt-in offer
That could be a promotional offer, a chance to win, always test different tactics and learn about what works and what doesn’t. Testing will improve response rates, conversions and return on investment.
DYMO Label Writer Twin Turbo The perfect printer for any small business! See why people rave about this direct mail marketing printer and why you can’t survive without it!
It makes sense to pay more up front for an email address since the long run benefits will pay for themselves buy mailing lists
Oppotunity Seekers Mailing Lists
There’s different kinds of authors…
the kind that write a book and have no back-end, others that write a book to sell a product and the one’s that write one book and have no back-end.
So you can go to authors that have no back end and tie up the rights to use their buyers if they sell direct response either by direct mail or online. The topic of the book that people are buying is the lead for all kinds of other more expensive products or services.
Authors don’t know how to market
You can go to authors and make deals for their products that you could sell to other companies that are looking for value added products something that will make them look different than the competition.
You match up the authors book with a product or service with the exact same synergy and it becomes the offer. If you write a book about sex and fitness, sell it as a premium to someone selling exercise equipment to middle aged baby-boomers. A book looking younger with whiter healthy teeth cold be sold to a dentist.
You can go to authors and make deals for products that you could sell to other companies who are looking for value added differentiating products.
Front end sellers
Investment products like tapes, podcasts and seminars these are all the front end are products and we find people selling investment books and newsletters and you would ti-up mailing list with attendees of financial seminars and the investment seminar buyers we would make available to people that sell the books.
Reactivation is powerful
Every business that has buyers and sellers and a number of subscribers or members that lapsed and need reactivation. This becomes a separate profit center since you can reactivate so you’re trying to figure out who has a market or a list of buyers, prospects, members, subscribers, or email list enthusiasts that have made an impact and loyalty to the person.
Then you try to find somebody who has a product or service that would be beneficial to that market and you have to make sure that the valued and desired.
DYMO Label Writer Twin Turbo The perfect printer for any small business! See why people rave about this direct mail marketing printer and why you can’t survive without it!
It makes sense to pay more up front for an email address since the long run benefits will pay for themselves buy mailing lists
Author Biography: My professional direct marketing experience began in magazine circulation management from this I honed my skills in list purchasing, testing, and analyzing. I learned the importance of direct response planning and budget forecasting and most importantly, providing a follow-up with back-end analysis, fulfillment of orders and inquiries. I also gained some valuable job experience with Jackson National Life Insurance as Marketing Database/Direct Mail area and with Alumni Association of the University of Michigan as Membership Manager.
Sincerely,
Tim Little
FREE eBook “Boost Sales With Lists”
