ListAbility's Direct Marketing Blog

Direct Mail works great when marketing to Business Owners at home

Posted by Chris Dyer on Tue, Dec 20, 2011 @ 02:41 PM

Direct Mail has and continues to generate excellent response and conversion rates when used for selling products and services directly to business owners at their home address.

There are several big advantages to this strategy. First, the vast majority of business owners are very busy at their place of work. The constant barrage or distractions at the office can make it very hard for a business owner to take the necessary time to review your offer. Second, many offices have gatekeepers that prevent communications to the business owners, including direct mail. These issues are eliminated when you mail to business owners at home.

These busy entrepreneurs are prime candidates for both business and consumer related offers.

For business offers, make sure to write your copy as if you were a business owner. What would motivate a business owner to purchase your product or service? Would buying this ultimately save money, and therefore increase profits? If you understand the motivation that drives purchases by business owners than you can have great success with your direct mail campaigns.    

For consumer services and products, offers such as vacations, gifts for family, friends and employees, sports and concert events, self improvement, insurance and investments are just some of the many offers that work great when using a business owners at home mailing list.

So, the next time your marketing plan includes targeting business owners, consider ListAbility’s Business Owners at Home Address Mailing List. You will have access to over 8.9 million business owners, plus many selects to customize to your specific requirements.    

ListAbility is a mailing list broker with the expertise to direct you to the right consumer or business mailing list.

 

Tags: mailing lists, direct marketing list strategies, mailing list brokers, mailing list, mailing list broker, direct mail strategies, direct mail marketing, business mailing list, business mailing lists, direct mail, direct mail campaigns

Create Excitement Marketing to Early Tech Adapters

Posted by Carol Arnold on Fri, Jul 15, 2011 @ 07:42 AM

Include QR code on your next mailingYou know who they are… The first ones that have to have that techno-gadget. They have waited in line and paid dearly to be the first. Then they do it again when the next thing comes out.

How does knowing who they are help you in marketing? The folks with the smart phone, tablets and notebooks want new ways to utilize this cool technology. They are the ones that will scan the QR Codes (Quick Response), also known as two-dimensional bar codes, on your direct mail piece to find out more about your offer and product.

Marketing to this savvy market doesn’t need to be all about email or texting, which leave fleeting impressions and are gone if you catch them at the wrong moment. Direct mail – a letter, post card or brochure can be held on to untill they have time to scan your QR code or type in your PURL (Personalized URL).

Get a mailing list of these Early Tech Adapters

ListAbility can help you get direct mail lists to contact these, “gotta-get-it-first” folks for your mail campaign.  Add in specifications for age, income, gender, children along with other criteria to really focus in on the people who will be the most interested in what you are selling.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: Trends in marketing, mailing lists, direct marketing list strategies, mailing list brokers, Social Network Marketing

Printers: generate revenue by proposing new prospect mailings to clients

Posted by Carol Arnold on Mon, Jul 11, 2011 @ 02:36 PM

prospect mail can bring new revenue for the print industryThe past several years has seen a contraction in the printing industry.  As a result, many printing companies decided to add mail services for their clients, either in-house or contracted.

Mail can provide an important revenue stream for the print industry

Over and over we hear owners of printing companies say: “Over the past several years, my clients have been supplying their own mailing list. We just do the mailing”. It’s true, when budgets got tight, many companies started to focus only on their in-house data. By now, some of those customer lists are getting pretty tired and the effectiveness could be falling (commonly called list fatigue).

Before your mail clients simply decide to stop mailing all together (and you lose both the print and mail-related revenues), make suggestions to improve results.

Be proactive: make suggestions for mail campaigns to target NEW prospects

Prospecting campaigns can be planned around specific groups based on economic and demographic targets. Going beyond that, there are many possibilities for special interests, spending habits, political, charitable donors, automotive, home and mortgage, and so much more.

How about proposing birthday promotion mail campaigns to your client?

Everyone loves a birthday present and this can be a terrific way to build a monthly program for just about any type of client. Present this to restaurants, car washes, salons or just about any consumer services company.

Are you working with any insurance companies?

Suggest that they start mailing to prospects just before their car insurance is set to renew. Same thing will work with homeowner policies.

Are clients telling you that they are going to put more of their marketing budget on some of the newer online mediums?

With the right targeting, direct mail can actually support these mediums. One example would be mailing to people with a lot of friends on Facebook with a special offer if they visit their page.

ListAbility’s professional Mailing List Brokers can help you with direct mail promotion ideas that you can use to propose new projects to your existing clients and new prospects. Our marketing lists are highly accurate and we have the technology to easily explore various strategies for targeting. Get in touch today at 866-446-2055 or info@listability.com

Tags: mailing lists, Direct marketing strategy, mailing list brokers, Marketing in the new economy, Birthday Promotions

Which direct marketing medium gives you the best return?

Posted by Carol Arnold on Thu, May 19, 2011 @ 12:41 PM

The Direct Marketing Association (DMA) recently surveyed readers of the B2C edition of the DMA Marketing Briefs, asking which forms of direct marketing had the best Return on Investment (ROI).

Direct mail is the ROI winnerThe surprise winner by a land slide was direct mail!  48% of these informed readers say that direct marketing still brings in the best ROI for their organization.  Postal direct mail marketing led email by more than 13%.  The percentage of people indicating the greatest success for Paid Search didn’t break into double digits.

Perhaps some of the reasons direct mail provides such great results is that it is proactive and highly deliverable.

  • Targeted mailing lists allow you to limit the size and scope with specific demographic criteria
  • Opportunity to interact with a broad cross section of your potential market
  • High level of confidence that your piece will be delivered and seen by your prospect

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: Trends in marketing, mailing lists

Direct Marketing “THINGS TO KNOW” for Higher Education Enrollment efforts

Posted by Carol Arnold on Fri, May 13, 2011 @ 08:28 AM

marketing for higher education

Stepping up to new challenges of college enrollment goals with tight marketing budgets

The task of building enrollments of non-traditional students has become more challenging with the improving economic conditions: fewer adult learners are re-training for new careers. Add to that, the new scrutiny on student loans, and everybody, community colleges to universities, needs to be smarter about using their marketing and advertising dollars to attract new students.

Direct Mail Marketing continues to provide a cost effective means to get the message into the hands of qualified prospects

This holds most true for college programs that rely on local markets for continuing education and other special offerings.

One of the most important pieces of the marketing plan is to match the intended audience with your message.

Whether you are sending catalogs or postcards, this is where the importance of finding the right mailing lists will come in.

  • For general information about programs; look at your prevalent demographic groups and select a mailing list to match. This should help you narrow your mailing to people within certain income and age ranges.
  • When looking for the non-traditional student, you can combine demographics with a person’s education level – consider a mailing list of people with a “High School Diploma but no College Degree”. You can even add in a self reported interest in career advancement.
  • When promoting specialized programs for professional credits, such as nursing or teaching, utilize lists based on professional state licenses.
  • You may want to send information on enrichment-type programs to everyone. In which case, a mail list that blankets your community and qualifies for saturation postal discounts will work best.
With the lowering of costs for short-run and digital printing, smaller mailings with a more targeted audience are becoming more feasible. Targeting mothers with young children is just one example of a niche campaign. Seniors in early retirement age might be another.

Be sure that the lists you buy are updated to US Postal standards with National Change of Address (NCOA) and CASS certification to assure a higher deliverability rate. Good mailing list brokers can help you select the best marketing lists for your campaigns.

ListAbility’s Consumer Education Level Mailing List is a comprehensive national list which combines powerful demographic qualifiers along with the level of education attained.

Matching the right audience with your message is a very important part of higher educations’ direct marketing campaign. Whether you are sending catalogs or postcards, it is important to find the right mailing list.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: Direct marketing strategy, direct marketing list strategies, Educational Marketing

Postal Service Offers Money-Back Guarantee for New Direct Mail Advertising

Posted by Carol Arnold on Thu, Apr 21, 2011 @ 05:21 PM

Proposal for “Mail Works Guarantee” market test to begin mid-May, 2011

The postal service is looking to increase their slice of national advertising budgets by offering a Postage-Back guarantee. This Mail Works Guarantee program is expected to run for up to 2 years.

Only 16 companies will be included in the initial test, so the average mailers won’t be feeling the direct benefit any time soon. The requirements for consideration are pretty stringent; a company must spend a minimum of $250 Million annually on advertising (as identified by Advertising Age magazine) and mail cannot currently be a large part of their advertising mix: postage must be less than 0.5 percent of the current advertising budget.

Each of the test companies will be expected to mail between 500,000 and a million pieces. They will be offered a postage-back guarantee based on the effectiveness of mail advertisements using First-Class Mail and Standard Mail.

“Effectiveness” will be defined by a set of metrics, based on the goals of the campaign. Both the mailer and postal service will collaborate on the goals and expected outcomes. For example,

  • A retail company’s Direct Mail offer could be designed to increase store traffic
  • The e-commerce company’s offer could be designed to drive Web traffic
  • A product goods company’s offer could be designed to promote increasing sales of a specific product.

If the Direct Mail campaign falls below the expectations of the metrics established in the plan, (verified of course by a Postal Service representative) the USPS will credit the postage paid for the market test, up to $250,000. The refund will not include any production and printing costs.

Currently, the USPS captures about 3% of the $90 Billion spent on media advertising by the top advertisers in America. The postal service is looking at a huge revenue potential if they can get more of these companies to open up a larger portion of their budget to direct mail.

What will this mean for the average mailer? Not much in the near term, but….

If all works out the way the post office is hoping, they will prove to the skeptics that direct mail works.

They will collect specific data for using mail to advertise both on-line and off-line products and services. This should provide us with some facts and figures that can be used in planning the campaigns for  the other companies who don’t happen to be part of the who’s who of advertisers.

 Maybe this will provide the boost needed to rejuvenate the mail volumes and stem the tide of negative cash flow at the USPS. That could mean that we won’t be seeing as many increases in postage which is what we really hope for.

After all, so many of us already know, direct mail lets us target our advertising budget directly into the mail boxes of the people most likely to want our products and services.

 

Tags: Trends in marketing, Direct marketing strategy, USPS Services

Direct Mail Marketing can help you grow your swimming pool business

Posted by Carol Arnold on Wed, Mar 30, 2011 @ 11:24 AM

Don't be left high and dry; this is the time to be marketing to swimming pool owners

swimming pool owners mailing lists can help you grow your pool businessSpring is in full swing in many parts of the country and just around the corner for other parts. People are starting to think of summer fun. It isn't enough to be good at what you do. You also need to put on your sales and marketing hat to grow you pool business.

If you want the lucrative business of opening pools and maintaining them for the season, NOW is the time to be marketing so you can get new customers signed up.

Most broadcast and print media are out of reach for the smaller pool companies. Even if your company has a large marketing budget, TV, newspapers and radio are reaching out to too broad an audience. Smart marketers want to direct their advertising dollars to the people that own swimming pools and are going to need their services!

Direct mail marketing will put your message in the hands of the people most likely to want to buy from you.

The key is the mailing list. Take a look at ListAbility’s Swimming Pool Owners Mailing List as an example of how you can actually target your mailing to just the people you can expect to be your best prospects.

First you need to determine where you want to travel to service your customers and select a list within that area.

It might be a group of towns, a couple counties, or even a radius distance from your business office or storefront.

Then decide what other factors can help you single out good potential customers.

Homeowners in single family homes are the most popular target market, but quite a few pool owners have a 2 or 3 family home. You might consider adding in those people as well.

Depending on your promotion and price point, consider specifying a minimum home market value or income so you don’t mail to people who probably can’t afford your services.

Pool owners with children could be your target market if you want to promote pool accessories such as slides or motion detectors. If you offer environmentally friendly services, you can target people with an interest in Green Living.

While the list is important in getting your message to the right people, you want to be sure that your mail piece is pleasing to the eye, well written and relays the benefits of your service. You want to include a call to action that will give your prospect a reason to pick up the phone or get on their computer to get in touch with you.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

 

Tags: Direct marketing strategy, direct marketing list strategies, mailing list brokers, Marketing to swimming pool owners

Direct Mail Birthday Promotions Provide Great Marketing Results

Posted by Carol Arnold on Tue, Mar 29, 2011 @ 01:58 PM

Who Doesn’t Love a Birthday Present? Birthday Promotions are an effective way to drum up new business

Use Birthday Promotions to build your businessBirthday promotions are gaining popularity once again. They are an excellent way to do smaller-scale marketing for incremental increases in business. Once someone comes in for their birthday present, chances are good that they will come back again and you will have a regular client!

Almost any consumer business can say Happy Birthday to introduce new customers with a promotion.  Restaurants have been doing this for years – ½ price entre, buy one / get one free, free desert with your dinner. Other types of businesses can stand out and make offers.

Here is a list of some Birthday Promotion ideas:

  • Half-off your next car wash, oil change or manicure
  • Buy-one-get-one-free at the stationary or hardware store
  • Get a free “something fun” when you buy a dress, get a massage or bottle of wine
  • The list goes on; gourmet biscuit with a dog walk, free cake with your grocery delivery, foot cream with your pedicure, a handmade bookmark with your book

Mailing birthday promotions can be as simple and economical as sending a post card.

If your budget allows, a greeting card is effective. Adding an insert can make an even bigger impression. Try to give the envelope a personal touch.

Marketing results show that it is best to run the promotion for longer than just the day of their birthday.

Too many people have busy lives with work and plans with friends and family. (Schedule an oil change on your birthday?) Instead, be the one that extends the fun by offering a promotion any time during their birthday month! 

Your birthday promotion mail list is an important factor in the success of your campaign.

For most, it isn’t enough to simply mail to everyone with a birthday that month. Selectors such as gender, age, children and income can narrow your list to include only the best prospects for repeat business.

If you work within a smaller geographic area, you should consider obtaining a list for 3 months at a time. You can do your mailings so they arrive in mail boxes just before the start of the month.

The Happy Birthday Promotions Mailing List from ListAbility is a highly accurate file with the flexibility to select the best prospects for your business. You are sure to be pleased with the ROI from your marketing budget.

ListAbility is a Mailing List Broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Tags: Trends in marketing, mailing lists, Direct marketing strategy, Birthday Promotions

What is the best way to market to Pet Owners?

Posted by Carol Arnold on Fri, Mar 11, 2011 @ 07:29 AM

Use direct mail to find pet loversAmerica’s cats and dogs are treated like they are part of the family! Pet owners tend to spend plenty of money on items that will make their lives easier and more fun.

Small industries catering to the growing pet business are popping up everywhere. These businesses are offering everything from dog walking services, sanitation, gourmet pet food, obedience schools, day care, play groups, fashion accessories and much more!

These entrepreneurs tend to be smaller, local businesses. Mainstream media is often priced out of their budget because it is directed at an overly broad market.

Direct mail marketing allows a company to focus on a very specific group of dog owners and cat owners that fit their demographic profile.

A good mailing list provider can help a small business narrow a pet owner consumer list with the right demographics. This will save money in postage and printing – because you are only sending your advertising to people that will be the most likely to want what you are selling.

Some of the criteria commonly used to narrow a pet owner list include:

  • Adults without children
  • Presence of children and their ages
  • Household income
  • Homeownership
  • Active lifestyles
  • Interest in “Green” living
  • Type of cars they own or might be likely to buy next

Mail lists allow you to be very specific on the geographic area that you want to target.

This can be achieved in several ways; specific towns and zip codes, full states or counties and even a radius distance from your business.

Direct Mail Marketing can also be used to widen your exposure on Facebook!

Using many of the same selectors above, you can target a group of active Facebook users that own pets. Sending a postcard with a special offer if they visit your page can be an effective way to increase your social networking buzz.

The Pet Owners Mailing List is a highly targeted, accurate file that can help increase your marketing ROI.

ListAbility is a mailing list broker with the expertise and quality data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

866-446-2055

Tags: Direct marketing strategy, direct marketing list strategies, Social Network Marketing, Marketing to pet owners

Getting in touch with owners of franchise businesses

Posted by Carol Arnold on Thu, Mar 03, 2011 @ 10:46 AM

Marketing to Franchise Owners

Franchise Owners purchase goods and servicesFranchises offer business owners the support to start and run a business with a proven concept. While most franchise businesses are in food service and retail, they also run the gambit of business services, education and manufacturing.

Even though the franchise operations offer business support, franchisee owners tend to have leeway to purchase goods and services to run their companies. This is the reason so many businesses find marketing to franchises a terrific business opportunity.

Direct mail marketing and telemarketing are perfect ways to reach out to this specific group of businesses

You determine your best strategy and obtain a franchise business mailing list to contact the decision makers. A franchise owner list can be selected in many ways:

Franchise name: Get in touch with all the owners of a particular type of franchise, such as Jiffy Lube, Dunkin Donuts, Sylvan Learning Center or the Merry Maids.

Business Type: use SIC codes to find the kind of business

Specific geography or nationwide: State, county, city, MSA

Minority owned franchise businesses: owner’s ethnicity including Hispanic, Asian, African American, Indian or Native American

Company size: select by sales volume or number of employees

Time in business: startup companies to old-pros

Once you have the right list of franchises, you can offer your services by sending a letter, brochure or postcard. With telephone numbers also available, you can launch a telemarketing campaign either by itself or in addition to mailing.

View our data card to learn more about Franchise Owners Mailing Lists.

ListAbility is a mailing list broker with the expertise and the data to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list. A better list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

 

Tags: Trends in marketing, mailing lists, Direct marketing strategy, direct marketing list strategies, mailing list brokers