ListAbility's Direct Marketing Blog

Use Direct Mail Marketing to promote your swimming pool business

Posted by Carol Arnold on Wed, May 09, 2012 @ 02:47 PM

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

marketing swimming pool maintenanceSpring is in full swing in many parts of the country and just around the corner for other areas. People are starting to think of summer fun. If you want the lucrative business of opening pools and maintaining them for the season, NOW is the time to start signing up homeowners with pools.

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 homeowners with swimming pools who 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.

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 are offering environmentally friendly services, 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: mailing lists, Direct marketing strategy, Marketing to swimming pool owners

Direct Mail Advertising continues to be a powerful marketing channel

Posted by Chris Dyer on Fri, Mar 02, 2012 @ 10:54 AM

Many people would be surprised to read that the US Postal Service ended their fiscal year 2011 with a volume increase of 2 billion pieces of standard class mail. This 2.6% increase comes in spite of the barrage of negative media coverage. Standard mail is the primary mail service for Direct Mail Advertisers.

                  The Direct Marketing Association’s Statistical Fact Book states that
                     US marketers send over 90 billion pieces of direct mail per year!

What does this mean? The volume increase sends a clear message:

                                              Direct Mail Marketing still works
!

My advice to Marketers, especially younger marketers, is to incorporate a multi-channel strategy when developing their marketing programs. And that should include direct mail.

When planning a direct mail campaign, there are many options to consider. Some methods are enduring, and have been used for many years by the best direct marketers in the world.

Here are some considerations to keep in mind:

  • A strong offer or promotion is probably the most important element for all direct mail advertising campaigns.

  • Select an updated and accurate mailing list that has been targeted to recipients considered most likely to respond positively to your offer.

  • Consider making your promotion time sensitive to generate urgency.

  • Testimonials or a guarantee can be effective, depending on your product.

  • Copy and graphics focusing on the people you are sending to can increase results exponentially and easily justify the cost of using multiple versions. For example, use a different message for young adults than you do for seniors. Ask your printer about “variable print capabilities”.

  • The use of Digital Printing can bring increased capabilities for personalization. These can include PURLS (Personalized URLs) which set up individual web pages for your prospects to key in, and QR Codes (Quick Response) that can be read by a smart phone to link to a special marketing page on the web.

  • Postage is a large part of any direct mailing job.  Make sure your mail list is certified and processed to get the highest postal discounts for automation.

  • Consult your mail shop when you design the physical aspect of your mail piece. Something as simple as a flap folded in the wrong direction could cause problems with the automated machines, which could cause delays and cost money.

  • Coding records and setting up tracking metrics so response and conversion rates can be done accurately

  • Testing – Try a couple different offers and mail pieces to see what works best for you. This will help the success for your future direct marketing campaigns. 

ListAbility is a premier mailing list company. Our dedicated List Professionals can help guide you through the process of obtaining a highly targeted mailing lists, telemarketing list or email list. A better list will pay dividends with higher response rates, savings in printing and postage costs – to say nothing of getting noticed by the right people!  

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, Direct marketing strategy, consumer mailing lists, consumer mailing list, direct mail advertising, mail list, mail lists

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 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

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

How do I market to Absentee Owners of Real Estate?

Posted by Carol Arnold on Wed, Dec 29, 2010 @ 07:59 AM

Absentee Homeowner ListWhen you want to contact a very specific target, like Absentee Homeowners, direct mail marketing is very effective.

Until recently, it has been difficult to obtain a mailing list based on characteristics of property that people own, when they don’t live there! This has changed, and now it is easier than ever to mail to a list of absentee owners.

Real estate information is a matter of public record. In most areas, you can go down to local government offices to pour through the books to find what you’re looking for.

  • Registry of Deeds
  • Tax assessor offices
  • Mortgage transaction / Lien holders information

This research can be labor intensive to say the least; making it tough to turn the corner for return on investment for marketing campaigns. This has made it a challenge to market to these absentee real estate investor owners.

Fortunately, there are direct mail list companies working with local government officials to obtain the records in electronic format. Information can be cross referenced over multiple sources to improve accuracy and gain perspective about the properties and owners.

Do the owners live there, or are the tax bills sent elsewhere – making them absentee owners?

How many properties does owner have?

How large are the lots and buildings?

What sort of residence are they? Single family, condominium, multi-family or apartment?

Are they owned by an individual, trust or a business?

What is the assessed value? The purchase date and price?

The better companies can combine this data with additional demographics on the owners such as age, income, home market value, loan to value or ethnicity. All this information can help you target just the right audience for your product.

Many types of businesses can benefit from a targeted mailing list of absentee homeowners so they can contact property owners at their own home address. Charities, landscaping, property management, interior design, paint and other service companies are some that might be looking for leads for absentee owners.

Another large segment who utilizes the absentee owner data are the real estate investors looking for people who might want to sell their property.

ListAbility’s Master Absentee Owners Mailing List has been compiled through these automated methods to provide a robust set of criteria from which to select your targeted marketing lists.

It can be a simple step by step process to build your mailing list of investor owners of real estate.

  1. Choose your geography. Where should the property be, and where should the owners live?
  2. Have a conversation with your mailing list broker to determine what other criteria to specify in order to mail to the best prospects.
  3. Review the count report and price quotation sent over to you from your list broker to decide if you need to do any tweaking.
  4. Decide how many times you want to mail to the list and if you want data delivered via email in an excel format or printed on mailing labels.
  5. Confirm the final criteria, quantity and pricing to license your file.

The ListAbility Absentee Homeowners List tracks over 12 million properties with absentee owners. The list can be selected by property location and/or by owners’ mailing address. Additional criteria can be specified:

  • Property Details such as market value, house size, lot size, year built, fireplace and swimming pool.
  • Purchase Information including date, amount, and loan data are on the file for most areas.
  • Owner Demographics consisting of age, income, net worth and ethnicity.

ListAbility has the expertise and the data to guide you through the process of obtaining a highly target 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: mailing lists, Direct marketing strategy, direct marketing list strategies, mailing list brokers, real estate marketing, Absentee Homeowner List

6 Reasons Why Prospecting Direct Mail Is Making a Come-Back

Posted by Carol Arnold on Mon, Nov 29, 2010 @ 04:21 PM

Direct mail volumes are rising again after a few slower years.

Direct mail volumes are rising again after a few slower years. The increased use of email communication for client retention programs has opened up great opportunities for prospecting by direct mail.The increased use of email communication for client retention programs has opened up great opportunities for prospecting by direct mail.

1. Direct mail advertising stands out

Fewer letters from companies they already know provide opportunities for targeted direct mail sent to new prospects to stand out in an uncluttered mail box. Your mail message has a better chance of getting seen and read than ever before.

2. Mail has the best chance of getting delivered to your intended audience

Mailing list compilers have many more tools available to maintain accurate mailing addresses on their lists than their email marketing counterparts. Postal tools, including National Change of Address (NCOA), ensure fast updates when people move. If someone changes internet service providers and gets a new email address, there is no forwarding or change service to help the email compilers.

3. Greater segmentation allows you to mail to only the most qualified people

The major direct mail compilers have developed sources and methodologies to collect information on individuals and households. This can be tied and tracked much more easily to a postal address, than to email addresses. Moving beyond simple age and income, more advanced criteria can be mixed and matched to generate a more targeted mailing list. These can include purchasing activity, self reported interests and lifestyles, automotive, political, health and charitable giving. Many models are available to target advanced wealth indicators such as net worth and discretionary income levels.

4. More qualified people to choose from

A definitive mailing address is available for almost everyone, and is a necessary when compiling information from multiple sources to a person or household. In order to be on a Can-Spam compliant email list, they have to have given permission to send “partner” email messages to a particular on-line compiler. This knocks out a large percentage of the population.

5. Your message has a greater shelf life

A flyer or postcard that catches a person’s attention is easy to save so it can be picked up and looked at again when a person has more time to consider a purchase or is ready to buy.

6. Direct Mail can be used in conjunction with on-line marketing

Social media and online content are part of the marketing mix today. You try to build excitement around your sites, but you still have to wait for people to find you. Mail gives you the opportunity to reach out to people and entice them to visit. It may be hard to believe, but marketers out there are starting to look at leveraging print messages as something “new” in their marketing mix.

While there are many digital opportunities for marketers, direct mail marketing stands out as an effective way to reach the people who are most likely to be interested in spending their money on your product or service.

Finding a qualified list broker who can use the best criteria to generate a targeted mailing list is an essential step in assuring the success of your campaign. ListAbility has access to the data and the experience to pull together the most qualified leads for a company’s specific marketing program.

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