ListAbility's Direct Marketing Blog

Market directly to adult children of your Assisted Living Prospects

Posted by Carol Arnold on Fri, Jan 18, 2013 @ 09:48 AM

Mother and daughter having long distance phone conversationContact people who influence their parents' decision to move to assisted living

Is it time for my parents to move out of their house into a safer living environment? How can I spend time with them and provide assistance when they live so far away? Should I relocate them so they are closer to where I live?

These are questions asked by many adults with aging parents. These same adult children have a major influence in the decision making process about when and where their senior parents move. Without question, these are the people that assisted living communities want to talk to.

Now you can market to just the adults in your marketing area who have living elderly parents with the financial resources to move into your assisted living facility.

A direct mail campaign with a targeted mailing list of people in your area who can influence their parents can be one of your most effective tools.

Mailings to these qualified prospects will understandably yield better results than simply peppering the middle aged market.

Imagine the effectiveness of sending your marketing material to adults in your area with elderly parents who are homeowners and have a net worth of $1MM or more.

These are probably the best assisted living prospecting leads that you can hope for.

You can even turn this around and send your brochure to seniors all across the country that have family close to your assisted living facility.

ListAbility’s Intergenerational Family Mailing List provides these unique opportunities for marketing to adult children of elderly parents – wherever they live in the US.

ListAbility has the expertise to guide you through the process of obtaining a highly targeted mailing, telemarketing or email list.

A better mail list will pay dividends with the savings you garner with reduced printing and postage – to say nothing of getting noticed by the right people!

 

Tags: Trends in marketing, direct mail campaigns, consumer mailing lists, marketing for assisted living

Small businesses increased their customer base in 2011

Posted by Carol Arnold on Tue, Feb 28, 2012 @ 03:12 PM

Business is growing with direct marketingSeventy nine percent of small businesses surveyed increased the number of customers that they worked with last year. Not surprisingly, 71% also reported increased revenues.

Are you working with more customers than you were a year ago?

Are you getting your fair share of new clients? These companies didn't get stuck only marketing to that same old company list. They are reaching out and converting new prospects using a media mix that includes targeted prospect lists and inbound marketing channels.

The Netherlands based company VistPrint N.V. conducts a quarterly survey for companies with 10 or fewer employees. More than 1900 responded with these findings that they are reporting.

How are they finding these new customers?

While tried and true “word of mouth” is still the favorite, a successful business knows that can’t rely solely on this good will method.

Many of the micro businesses surveyed stated that Direct Mail Marketing would continue to play an important role in their marketing plan for 2012, along with growing interest in internet and social media.

Direct Mail Marketing is a proven and very effective way to communicate with new prospects. It allows for tightly controlled budgets with accountability, which can be very important to companies without massive advertising and marketing budgets. Direct Mail Lists can be tightly targeted – so postage and printing are only spent for the best prospects, those who are likely to be interested in your products and services.

Whether you are selling to the business or consumer marketplaces, ListAbility is a mailing list provider that can help you reach out to more qualified prospects with your direct marketing programs. As a qualified list broker, they can research just the right business mailing list or consumer mailing list to target your direct marketing campaign.  

Tags: Trends in marketing, Direct marketing strategy, mailing list brokers, Marketing in the new economy, business mailing list

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

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

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 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

Is direct mail the bellwether of an improved economy?

Posted by Carol Arnold on Wed, Dec 22, 2010 @ 04:10 PM

Credit Card Mail OffersSurges in direct mail volume can be taken as a sign that the economy is on the upswing.

Bruce Britt wrote an article recently in the USPS publication, Delivery Magazine.  He noted that recent increases of direct mail marketing in industries such as credit cards and insurance are a sure sign that they are climbing out of the economic doldrums.

These key industries are demonstrating confidence by increased spending in marketing budgets. A look in your mailbox will verify that direct mail marketing is getting its fair share of dollars.

Britt quotes John Ingersoll, VP of marketing communications from Farmers Insurance as saying “I think direct mail is commonly used by us and our competitors as a great opportunity to generate leads. Mail is a channel that allows all of us to find the consumer with a very targeted, very specific message that you can’t do in broadcast. Broadcast, by definition, is broad – you’re trying to talk to everybody”.

Examples of this targeting for the insurance industry include segmenting a prospect mailing list by business type and sending a brochure or postcard with pictures that cater to that industry. Restaurant owners receive images and copy that cater to restaurants’ specific insurance requirements.

Britt’s article went on to say that if direct mail is an indicator for the economy, that the financial industries are turning the corner. Banks and mortgage companies were rocked by the recession; however research shows that significant increases in mail marketing can be expected in addition to the recent surge in activity. The ability to obtain consumer mailing lists to target prime and super-prime households has boosted credit card promotions.

Mailing List Brokers have the tools today to help businesses find the best new prospects as the economy recovers.

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 mailing list will pay dividends with the savings you garner in printing and postage – to say nothing of getting noticed by the right people!

Call today to work with an experienced mailing list broker. 866-446-2055, info@listability.com

Tags: Trends in marketing, Direct marketing strategy, Marketing in the new economy

How hospitals benefit from direct mail campaigns

Posted by Carol Arnold on Wed, Dec 22, 2010 @ 02:45 PM

Hospitals introduce services to communityThe health care industry is utilizing direct mail campaigns to promote services within their geographic regions.

Delivery Magazine reports that an Ohio health care organization with 6 hospitals has reaped the benefits of an on-going direct mail campaign. They utilized a New Movers mailing list to send out about 2,000 pieces a month to new residents in their service area. Their marketing program offered a first aid kit to people who filled out a response form to learn more about the services offered.

Just six months into the program, the hospital marketing and communications group was able to track more than $1 million in gross revenue to this direct mail marketing campaign that cost less than $100K.

Hospitals also use direct mail to target specific services such as Peripheral Arterial Disease (PAD) screening. One hospital marketing group reports using mailing lists of men and women over age 50 to successfully fill screening events, successfully bringing revenue to the hospital. Many participants were new patients whose lives may have been saved by the screening.

New Mover Direct Mail Lists can enable businesses in many industries to introduce themselves to people who are not yet familiar to the area. Mailing campaigns can influence these consumers who have likely not found providers for the goods and services that they need in their new communities.

ListAbility, a full service mailing list broker, can provide New Mover mailing lists along with a host of other targeted marketing lists for specific programs in a wide range of industries.

Contact one of our expert mailing list brokers today: 866-446-2055, info@listability.com, www.listability.com

Tags: Trends in marketing, Direct marketing strategy, direct marketing list strategies

Why Direct Mail is even MORE effective today

Posted by Carol Arnold on Wed, Dec 15, 2010 @ 11:29 AM

Direct Mail Marketing continues to be a powerful marketing channel

direct mail is effectiveYou have seen direct mail for years; companies sending out letters, post cards, brochures and catalogs to promote their products. Savvy marketers are learning, especially in this age of online and social media marketing, that good old fashioned direct mail is getting even higher grades for results.

One major reason is simple: technology

Better, more accurate mailing lists help you deliver your promotion to the right people,
the ones who are most likely to respond to your offer.

How does this work?

1.  The better list compilers are getting increasingly sophisticated with gathering information from a multitude of resources. Then they use high tech programs to match data to an individual and household.

  • Acxiom is particularly strong when it comes to compiling consumer mailing lists for B2C marketing.
  • Dunn and Bradstreet (D&B) has long been the leading compiler for business mailing lists for B2B marketing

2.  Mailing List Brokers with experience and training can customize a direct mail list specifically for your campaign.

Once you have an idea of what you want to send out, your list broker can help you define a specific marketing list to get it to your intended audience. Here is where the experience comes in; to pull a list that is big enough so more people get your information – but targeted enough so you don’t waste your resources mailing to people who aren’t going to want or afford what you are offering.

A good list broker will ask the right questions so you get the BEST mailing list for your specific requirements.

  • The right size for your budget
  • Targeted and responsive
  • Accurate and highly deliverable

All to help get you a better ROI for your direct mail campaigns.

Here are some questions a mailing list broker might ask about your marketing campaign: Is it focused toward businesses or consumers? Are you selling a product or service, or soliciting donations? Would everyone be interested, or just an exclusive group? How much money do they need to spend? What geographic area do you want to market to? The answers to these will lead to additional questions and suggestions for your list.

ListAbility is a Qualifed Mailing List BrokerBetter direct mailing lists equals better results for your direct mail efforts.

For more information, contact one of ListAbility’s expert list professionals to get on the right track for finding new clients.

866-446-2055, info@listability.com, www.listability.com

We offer wholesale discounts to agencies, printers and other resellers.

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