We can’t stress the importance of having a top quality mailing list for direct mail marketing. It’s essential for your campaign’s success. After having purchased a list and executing your campaign, you may be wondering what to do with it. You may wonder, can I use it again? Should I use it again?
The answer to both of these questions is yes. Here are three reasons why you should revisit your mailing list.
For referrals: Send out mailers to ask your past clients for referrals. Be sure to go over your list thoroughly; you don’t want to ask for a referral from a client who had a negative experience or a lead that never turned into a customer. You can simply ask for referrals in your mailer, or you can also provide an incentive like coupons or special discounts for referring customers.
To segment your list: Segmenting your data can be a very effective way to make the most out of your list. It allows you to target your prospects with extreme precision. And as we’ve said, targeting helps you personalize your campaign, which yields better results than being vague and generic. Look for trends in your data list. Are certain people responding more than others? If you find that your mailer received a higher response rate from a specific subset of your data list, you might want to create a campaign to specifically target these recipients as they’re your most promising leads.
For clean up: A well-maintained data list is your greatest asset in direct mail marketing. It’s also the best way to make sure that you’re not wasting money on print and postage. Be sure to periodically review your list and remove any irrelevant contacts. Also, get in the habit of following up with your contacts to make sure that you have their correct mailing addresses. Without regularly cleaning and updating your data list, you run the risk of sending mailers to people who aren’t interested or to the wrong recipients.