You wouldn’t want to sell ice skates to people who live in hot Phoenix, Arizona would you? Of course not. Phoenix stays hot all year long, so trying to sell ice skates in a city that constantly stays about 80 degrees would be nonsensical. But believe it not, people make similar mistakes all the time.
One thing that you should never do when picking a list to mail to is to randomly select people out of your local phonebook. This is a very ineffective way of selling your products and should be avoided at all costs. You will find that almost 20% of the people that you mail to are no longer at the addresses that you compiled, and of the 80% that are there, little to none will respond back to you. Trust me, I would know.
Your goal should be to find out how you can reach your target market as effectively as possible. With a good system of finding targeted prospects, you can lay rest assured that your direct mail campaign will have the highest chances of success and that you won’t lose money in the process.
There are 2 kinds of mailing lists available to you and one is better than the other. The first list is the kind of list where you compile and get names from out of a phonebook. This is called a “compiled list”, and it’s the most ineffective way to do direct mail. The other kind of list is called a “direct response list”, and this list is far more superior than a compiled list.
Direct response lists are lists where you target people who have bought something. They could have bought from television, newspapers, magazines, direct mail, or anywhere. This the best and most valuable list around, and you can find people who have bought this way in something called the “SRDS”.
SRDS stands for the standard rate and data service, and it is a complete book of mailing lists of people who have bought something. You would think that a resource like this is hard to attain, but believe it or not, you can go down to your local library and pick it up there. It’s 4-inches thick, and is something that can maximize your response rates in a heartbeat.
It doesn’t matter what you sell. In the SRDS, you will more than likely find a list that will be good prospects for what you have to sell. The best thing about this kind of list is that you don’t have to do any arm twisting in order to get them to buy something. They’ve already bought before and are more than likely to buy again soon.
When implementing direct mail campaigns, always use a direct response list. It’s the best kind of list available and can make you more money starting today. Good luck with your direct mail campaign.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com