The United States Postal Service<br />
Address List<br />Presenters; Lee Garvey & Antoinette Collins<br />
How to create and manage the single most important component of a successful direct mail program – the list. <br />Present...
Introduction<br />Direct Mail Works                …because it’s targeted marketing<br />Your mailing list is your targeti...
Our Agenda<br />First things first – defining your objectives<br />Modeling - What is it? Why is it important?<br />Option...
www.click2mail.com<br />© 2009 Click2Mail<br />Step #1<br />Define your marketing objectives.<br />
Your Marketing Objectives<br />What am I trying to accomplish?<br />Acquisition of new customers? <br />Lead generation?<b...
Response Expectations<br />www.click2mail.com<br />© 2009 Click2Mail<br />1%-2%<br />
www.click2mail.com<br />© 2009 Click2Mail<br />Step #2<br />Get to know your customer<br />
Know thy Customer<br />Who am I selling to?<br />Who are my best customers? Why?<br />Geographic - Where do they live? <br...
Modeling<br />What is modeling?<br />Most likely prospects<br />resemble<br />Your best customers<br />Why is it important...
www.click2mail.com<br />© 2009 Click2Mail<br />Step #3<br />Building/Acquiring your list<br />
BuildingYour List<br />House<br />Create your own house list using existing customers<br />Prospect<br />Referrals <br />P...
Acquiring a List<br />Types of acquired lists:<br />Shared/Traded<br />Obtain lists from another company or organization<b...
Choosing the Right Rental List<br />Saturation<br />Consumer<br />Business<br />New Movers<br />Specialty <br />www.click2...
Compiled or Response?<br />What is the difference?<br />Compiled lists<br />Response List <br />Which one is the one for m...
Buying a List<br />How does it work?<br />Am I renting or buying the list?<br />How many times can I use it?<br />www.clic...
What to Expect<br />How much does a list cost?<br />Saturation -&gt; $0.01+/record<br />Consumer -&gt; $0.03 +/record<br /...
Who Owns the List?<br />List owner – Owns the data and hires the manager to represent the list. <br />List manager – Promo...
www.click2mail.com<br />© 2009 Click2Mail<br />Step #4<br />Managing your list<br />
Address Quality<br />NCOA, CASS, DPV, ETC.<br />Why are these important?<br />Address Standardization<br />Move Update req...
Database Management<br />Why you need a house list and how it can be enhanced<br />Why merge-purge and deduplication are i...
www.click2mail.com<br />© 2009 Click2Mail<br />The Conclusion<br />Direct Mail Works                …because it’s targeted...
We Wish You Success<br />Click2Mail.com<br />Future webinars<br />Sign up for our newsletter!<br />www.click2mail.com<br /...
Q & A<br />Thank you!<br />If you have questions, or for more information, visit www.Click2Mail.com, or contact us.<br />C...
You Can Try Direct MailToday!<br /><ul><li>Thank you for participating </li>
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Mailing List Matters

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A good mailing list is key to the success of a direct marketing campaign. This is the slides from Click2Mail's USPS webinar.

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Mailing List Matters

  1. 1. The United States Postal Service<br />
  2. 2. Address List<br />Presenters; Lee Garvey & Antoinette Collins<br />
  3. 3. How to create and manage the single most important component of a successful direct mail program – the list. <br />Presented by: Carly Brown<br />
  4. 4. Introduction<br />Direct Mail Works …because it’s targeted marketing<br />Your mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 rule<br />Your mailing list:<br />The single most important component of DM<br />Can reduce costsand increase ROI at the same time<br />Is worth the time and effort to manage<br />Enabler of personalization and VDP<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  5. 5. Our Agenda<br />First things first – defining your objectives<br />Modeling - What is it? Why is it important?<br />Options - how to build or acquire a list<br />Buying a Mailing List – how does it work?<br />List Quality Control – a postal perspective<br />List Management - why bother?<br />Wrap up and questions<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  6. 6. www.click2mail.com<br />© 2009 Click2Mail<br />Step #1<br />Define your marketing objectives.<br />
  7. 7. Your Marketing Objectives<br />What am I trying to accomplish?<br />Acquisition of new customers? <br />Lead generation?<br />Retention of existing customers?<br />Direct order stimulation?<br />The list you use should reflect your objectives<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  8. 8. Response Expectations<br />www.click2mail.com<br />© 2009 Click2Mail<br />1%-2%<br />
  9. 9. www.click2mail.com<br />© 2009 Click2Mail<br />Step #2<br />Get to know your customer<br />
  10. 10. Know thy Customer<br />Who am I selling to?<br />Who are my best customers? Why?<br />Geographic - Where do they live? <br />Demographic - What characteristics do they share? Age, income, gender, etc.<br />RFM - Recency, Frequency, Monetary value<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  11. 11. Modeling<br />What is modeling?<br />Most likely prospects<br />resemble<br />Your best customers<br />Why is it important?<br />How do I do it?<br />www.click2mail.com<br />© 2009 Click2Mail<br />Photos by: AnirudhKoul<br />
  12. 12. www.click2mail.com<br />© 2009 Click2Mail<br />Step #3<br />Building/Acquiring your list<br />
  13. 13. BuildingYour List<br />House<br />Create your own house list using existing customers<br />Prospect<br />Referrals <br />Prospects<br />Website registrants<br />Event registrants<br />www.click2mail.com<br />© 2009 Click2Mail<br />Photo credit:<br />Paul Keleher<br />
  14. 14. Acquiring a List<br />Types of acquired lists:<br />Shared/Traded<br />Obtain lists from another company or organization<br />Rental<br />SRDS – Standard Rate and Data Service www.srds.com<br />Rent a list from an online list broker<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  15. 15. Choosing the Right Rental List<br />Saturation<br />Consumer<br />Business<br />New Movers<br />Specialty <br />www.click2mail.com<br />© 2009 Click2Mail<br />Photo credit:<br />Erich Ferdinand<br />
  16. 16. Compiled or Response?<br />What is the difference?<br />Compiled lists<br />Response List <br />Which one is the one for me?<br />www.click2mail.com<br />© 2009 Click2Mail<br />Photo credit:<br />TheBusyBrain.com<br />
  17. 17. Buying a List<br />How does it work?<br />Am I renting or buying the list?<br />How many times can I use it?<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  18. 18. What to Expect<br />How much does a list cost?<br />Saturation -&gt; $0.01+/record<br />Consumer -&gt; $0.03 +/record<br />Business -&gt; $0.05 +/record<br />Added costs for selects<br />Minimums apply<br />Added cost for multi-use<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  19. 19. Who Owns the List?<br />List owner – Owns the data and hires the manager to represent the list. <br />List manager – Promotes / rents the list<br />List broker – finds best list options, clears the offer and the mail date<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  20. 20. www.click2mail.com<br />© 2009 Click2Mail<br />Step #4<br />Managing your list<br />
  21. 21. Address Quality<br />NCOA, CASS, DPV, ETC.<br />Why are these important?<br />Address Standardization<br />Move Update requirements<br />www.click2mail.com<br />© 2009 Click2Mail<br />NCOA<br />DPV<br />CASS<br />
  22. 22. Database Management<br />Why you need a house list and how it can be enhanced<br />Why merge-purge and deduplication are important<br />Keeping your list up to date<br />How suppression can save money and embarrassment<br />Response tracking and list updating<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  23. 23. www.click2mail.com<br />© 2009 Click2Mail<br />The Conclusion<br />Direct Mail Works …because it’s targeted marketing<br />Your mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 rule<br />Your mailing list:<br />The single most important component of DM<br />Can reduce costs and increase ROI at the same time<br />Is worth the time and effort to manage<br />
  24. 24. We Wish You Success<br />Click2Mail.com<br />Future webinars<br />Sign up for our newsletter!<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  25. 25. Q & A<br />Thank you!<br />If you have questions, or for more information, visit www.Click2Mail.com, or contact us.<br />Click2Mail Customer Support<br />866-665-2787<br />support@click2mail.com<br />www.click2mail.com<br />© 2009 Click2Mail<br />
  26. 26. You Can Try Direct MailToday!<br /><ul><li>Thank you for participating </li>

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