Marketers, who is vetting your lists??!!
We have lived in our house for 13 years. This week I received an 8.1oz mailer for an event addressed—with very wrong spelling—to the previous owner. What a waste: of postage, of a fairly heavy direct mail package, of a lead name, and most importantly, of a possible attendee who might have wanted to spend $700-5000+ to attend this particular event?
The list. Whether you are using email/search/direct mail/telemarketing/tv/radio channel to market, the quality of your list is still key to getting any response.
If your message doesn’t go to the right person, it doesn’t matter how fancy, attractive, or pithy your marketing effort, copy or offer is.
Choose your lists carefully, keep your own database clean, and analyze results and bad contact info (mailing address, phone number/email) to decide which lists to use again.
An experienced marketer can work with a legitimate list broker to research and recommend lists that reach your target audience. There are so many details on a list rental “data card” that the marketer knows how to interpret, as well as questions to ask about newly available lists. And on the flip side, there are unscrupulous brokers and cobbled-together-from-garbage lists.
Here are 4 simple ideas to clean up and then analyze many of your marketing efforts:
- Run your final mailing list through NCOA, have emails cleaned, or have your telemarketing vendor clean up area codes and numbers.
- Only buy lists from reputable firms and brands.
- Double check bad address/phone/email counts (from before mailing) and response rates by list.
- Sometimes, you can spot check a few names against company websites or LinkedIn. Other times the list firm insists a rented list go directly to the mail house, so you cannot do this.
It’s back to basics for marketing smarter in today’s competitive environment. And it’s the details can help you drive success.
The journey continues.