Business Marketing and Direct Mail information: Conventional list wisdom used to rank response lists above compiled lists in terms of being most effective in generating response. Although this is still true in most cases, the business-to-business list world now has available some interesting hybrid lists that combine the best qualities of response and compiled lists. These lists often include additional data, usually acquired via telemarketing surveys, which make them more valuable to marketers. There are additional charges of $5 to $10 per thousand names for selection criteria and keycoding. The list review and acquisition process is not for the inexperienced or queasy. The business of lists can be bewildering. Because the ultimate success or failure of a direct mail campaign rests largely on the list sources, you may want to work with direct marketing agencies or others qualified in list segmentation and selection.
Direct marketing is immediate and personal. Short of talking to someone, what is more immediate and personal than a letter? Print and even broadcast media lack the one-on-one urgency of a well-written letter addressed to the customer. Although repetition is important in advertising, the freshness of your response rate when you're looking for leads by not asking the potential letter just pulled out of an envelope is hard to beat in persuasive punch.
About Business MarketingResponse Lists. These are lists with names of individuals who have demonstrated a propensity to respond. Typical response lists include subscriber, buyer, and member lists.For example, a customer who purchases many products and services from you over an extended period of time should be classified as a "frequent buyer"—someone who is more important than an occasional or one-time buyer. A customer who purchased from you in the past but has not purchased in some time would be better off classified as a "former" or "dormant" customer for future marketing purposes. The former customer is a great prospect. |
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Response Makers - Business Marketing