How do you find a good mailing list?
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We all have a view on direct mail, whether it comes through our letter box or into our in-box. From a marketing perspective, it works and if you're considering it for your business, the first thing you have to get right is your data.
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6 top tips when sourcing data: |
| 1. | Decide on your target market - it's crucial to make the right selections |
| 2. | Frequency matters - one-off mailings rarely work |
| 3. | Compare prices - shop around to get the best deal |
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Always make sure your list is cleansed against the MPS, TPS and CTPS |
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Start building your own data-base - it can be cheaper to clean your old data than buy in new |
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Beware of disreputable suppliers. If in doubt, seek advice.
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The best place to get your data is from your own records, but if that's not an option then you'll need to rent a list.
Mailing lists are available from list brokers – organisations that buy and sell data. When approaching a broker, get as much information as possible about how the data is compiled, how often it is updated, what selections are available and how often it is rented out.
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A list broker will rent you a list (rather than sell it outright) on a single or multiple use basis. As direct marketing often needs to be followed up at least once, we always recommend going for the multi-use option.
Think carefully about the target audience for your mailing. A good list broker will help you make the right selections from the options available.
Check that the list is registered and adheres to the Data Protection Act. Most importantly, make sure it is fully cleaned against the Mail Preference Service, Telephone Preference Service and Corporate Telephone Preference Service databases. If you market people or businesses on these lists you could find yourself in hot water.
Finally, never be tempted to purchase consumer email addresses; it's illegal under European law to email private email addresses without the specific consent of the owner. You've been warned!!
Best wishes
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ASK THE EYE:
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How do we go about cleaning our house data?
What are the rules about emailing a list?
If you've got a question about lists and data why not Ask the eye? It's free!
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IN NEXT MONTH'S
EYE LEVEL:
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Marketing planning
Do you have a marketing plan? Next month, discover not only why planning is crucial to success, but also how to go about it.
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| Featured customer: |
Avanti Systems
- design, development, manufacture and distribution of relocatable partitioning systems
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