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The United States Postal Service
Address ListPresenters; Lee Garvey & Antoinette Collins
How to create and manage the single most important component of a successful direct mail program – the list. Presented by:  Carly Brown
IntroductionDirect Mail Works                …because it’s targeted marketingYour mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 ruleYour mailing list:The single most important component of DMCan reduce costsand increase ROI at the same timeIs worth the time and effort to manageEnabler of personalization and VDPwww.click2mail.com© 2009 Click2Mail
Our AgendaFirst things first – defining your objectivesModeling - What is it? Why is it important?Options - how to build or acquire a listBuying a Mailing List – how does it work?List Quality Control – a postal perspectiveList Management - why bother?Wrap up and questionswww.click2mail.com© 2009 Click2Mail
www.click2mail.com© 2009 Click2MailStep #1Define your marketing objectives.
Your Marketing ObjectivesWhat am I trying to accomplish?Acquisition of new customers? Lead generation?Retention of existing customers?Direct order stimulation?The list you use should reflect your objectiveswww.click2mail.com© 2009 Click2Mail
Response Expectationswww.click2mail.com© 2009 Click2Mail1%-2%
www.click2mail.com© 2009 Click2MailStep #2Get to know your customer
Know thy CustomerWho am I selling to?Who are my best customers? Why?Geographic - Where do they live? Demographic - What characteristics do they share? Age, income, gender, etc.RFM - Recency, Frequency, Monetary valuewww.click2mail.com© 2009 Click2Mail
ModelingWhat is modeling?Most likely prospectsresembleYour best customersWhy is it important?How do I do it?www.click2mail.com© 2009 Click2MailPhotos by: AnirudhKoul
www.click2mail.com© 2009 Click2MailStep #3Building/Acquiring your list
BuildingYour ListHouseCreate your own house list using existing customersProspectReferrals ProspectsWebsite registrantsEvent registrantswww.click2mail.com© 2009 Click2MailPhoto credit:Paul Keleher
Acquiring a ListTypes of acquired lists:Shared/TradedObtain lists from another company or organizationRentalSRDS – Standard Rate and Data Service    www.srds.comRent a list from an online list brokerwww.click2mail.com© 2009 Click2Mail
Choosing the Right Rental ListSaturationConsumerBusinessNew MoversSpecialty www.click2mail.com© 2009 Click2MailPhoto credit:Erich Ferdinand
Compiled or Response?What is the difference?Compiled listsResponse List Which one is the one for me?www.click2mail.com© 2009 Click2MailPhoto credit:TheBusyBrain.com
Buying a ListHow does it work?Am I renting or buying the list?How many times can I use it?www.click2mail.com© 2009 Click2Mail
What to ExpectHow much does a list cost?Saturation -> $0.01+/recordConsumer -> $0.03 +/recordBusiness -> $0.05 +/recordAdded costs for selectsMinimums applyAdded cost for multi-usewww.click2mail.com© 2009 Click2Mail
Who Owns the List?List owner – Owns the data and hires the manager to represent the list. List manager – Promotes / rents the listList broker – finds best list options, clears the offer and the mail datewww.click2mail.com© 2009 Click2Mail
www.click2mail.com© 2009 Click2MailStep #4Managing your list
Address QualityNCOA, CASS, DPV, ETC.Why are these important?Address StandardizationMove Update requirementswww.click2mail.com© 2009 Click2MailNCOADPVCASS
Database ManagementWhy you need a house list and how it can be enhancedWhy merge-purge and deduplication are importantKeeping your list up to dateHow suppression can save money and embarrassmentResponse tracking and list updatingwww.click2mail.com© 2009 Click2Mail
www.click2mail.com© 2009 Click2MailThe ConclusionDirect Mail Works                …because it’s targeted marketingYour mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 ruleYour mailing list:The single most important component of DMCan reduce costs and increase ROI at the same timeIs worth the time and effort to manage
We Wish You SuccessClick2Mail.comFuture webinarsSign up for our newsletter!www.click2mail.com© 2009 Click2Mail
Q & AThank you!If you have questions, or for more information, visit www.Click2Mail.com, or contact us.Click2Mail Customer Support866-665-2787support@click2mail.comwww.click2mail.com© 2009 Click2Mail
You Can Try Direct MailToday!Thank you for participating

More Related Content

Mailing List Matters

  • 1. The United States Postal Service
  • 2. Address ListPresenters; Lee Garvey & Antoinette Collins
  • 3. How to create and manage the single most important component of a successful direct mail program – the list. Presented by: Carly Brown
  • 4. IntroductionDirect Mail Works …because it’s targeted marketingYour mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 ruleYour mailing list:The single most important component of DMCan reduce costsand increase ROI at the same timeIs worth the time and effort to manageEnabler of personalization and VDPwww.click2mail.com© 2009 Click2Mail
  • 5. Our AgendaFirst things first – defining your objectivesModeling - What is it? Why is it important?Options - how to build or acquire a listBuying a Mailing List – how does it work?List Quality Control – a postal perspectiveList Management - why bother?Wrap up and questionswww.click2mail.com© 2009 Click2Mail
  • 6. www.click2mail.com© 2009 Click2MailStep #1Define your marketing objectives.
  • 7. Your Marketing ObjectivesWhat am I trying to accomplish?Acquisition of new customers? Lead generation?Retention of existing customers?Direct order stimulation?The list you use should reflect your objectiveswww.click2mail.com© 2009 Click2Mail
  • 9. www.click2mail.com© 2009 Click2MailStep #2Get to know your customer
  • 10. Know thy CustomerWho am I selling to?Who are my best customers? Why?Geographic - Where do they live? Demographic - What characteristics do they share? Age, income, gender, etc.RFM - Recency, Frequency, Monetary valuewww.click2mail.com© 2009 Click2Mail
  • 11. ModelingWhat is modeling?Most likely prospectsresembleYour best customersWhy is it important?How do I do it?www.click2mail.com© 2009 Click2MailPhotos by: AnirudhKoul
  • 12. www.click2mail.com© 2009 Click2MailStep #3Building/Acquiring your list
  • 13. BuildingYour ListHouseCreate your own house list using existing customersProspectReferrals ProspectsWebsite registrantsEvent registrantswww.click2mail.com© 2009 Click2MailPhoto credit:Paul Keleher
  • 14. Acquiring a ListTypes of acquired lists:Shared/TradedObtain lists from another company or organizationRentalSRDS – Standard Rate and Data Service www.srds.comRent a list from an online list brokerwww.click2mail.com© 2009 Click2Mail
  • 15. Choosing the Right Rental ListSaturationConsumerBusinessNew MoversSpecialty www.click2mail.com© 2009 Click2MailPhoto credit:Erich Ferdinand
  • 16. Compiled or Response?What is the difference?Compiled listsResponse List Which one is the one for me?www.click2mail.com© 2009 Click2MailPhoto credit:TheBusyBrain.com
  • 17. Buying a ListHow does it work?Am I renting or buying the list?How many times can I use it?www.click2mail.com© 2009 Click2Mail
  • 18. What to ExpectHow much does a list cost?Saturation -> $0.01+/recordConsumer -> $0.03 +/recordBusiness -> $0.05 +/recordAdded costs for selectsMinimums applyAdded cost for multi-usewww.click2mail.com© 2009 Click2Mail
  • 19. Who Owns the List?List owner – Owns the data and hires the manager to represent the list. List manager – Promotes / rents the listList broker – finds best list options, clears the offer and the mail datewww.click2mail.com© 2009 Click2Mail
  • 21. Address QualityNCOA, CASS, DPV, ETC.Why are these important?Address StandardizationMove Update requirementswww.click2mail.com© 2009 Click2MailNCOADPVCASS
  • 22. Database ManagementWhy you need a house list and how it can be enhancedWhy merge-purge and deduplication are importantKeeping your list up to dateHow suppression can save money and embarrassmentResponse tracking and list updatingwww.click2mail.com© 2009 Click2Mail
  • 23. www.click2mail.com© 2009 Click2MailThe ConclusionDirect Mail Works …because it’s targeted marketingYour mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 ruleYour mailing list:The single most important component of DMCan reduce costs and increase ROI at the same timeIs worth the time and effort to manage
  • 24. We Wish You SuccessClick2Mail.comFuture webinarsSign up for our newsletter!www.click2mail.com© 2009 Click2Mail
  • 25. Q & AThank you!If you have questions, or for more information, visit www.Click2Mail.com, or contact us.Click2Mail Customer Support866-665-2787support@click2mail.comwww.click2mail.com© 2009 Click2Mail
  • 26. You Can Try Direct MailToday!Thank you for participating