The List–A Critical Key to your Marketing Success

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:

  1. Run your final mailing list through NCOA, have emails cleaned, or have your telemarketing vendor clean up area codes and numbers.
  2. Only buy lists from reputable firms and brands.
  3. Double check bad address/phone/email counts (from before mailing) and response rates by list.
  4. 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.


Last Ditch Efforts

When marketing efforts are not performing as hoped and BPA deadlines loom, many brands resort to their ” last ditch efforts” to hit their audit goals. With the ease of sending out email efforts, we can often find new subscribers shortly before issue closes. Or telemarket to one final segment with a tight timeframe.

In these days of in-box overload,we need to think carefully abut the lists we use for our final efforts. Key list overuse will certainly result in lower response rates and higher opt outs for future efforts. But, with a little digging, you may find pockets of names to market to hidden in your database(s). If data is siloed in multiple locations, this is a great time to reach across your desk and ferret out some new lists.

Here are a few places you may be able to find internal lists to market to:

Former subscribers
Sister magazines
Enewsletter subscribers–for the host or sister brands
Online or in-person event lists
Trades for outside event lists
Website registrants
Research boards
Advertiser lists
People who have downloaded white papers and other material from your website
Prospect lists that other departments might have
Review unqualifed subscribers–can you append missing data or manually upgrade them to qualified status?
If you are missing email addresses or phone numbers on current subscribers,can you append that information from other internal brands so you can contact them via email/phone?

One or more of these lists might net some new subscribers for you. Happy digging!

The journey continues.