HOME :: MARKETING SERVICES :: LIST MANAGEMENT
The prospect list is one of the most valuable assets to a business. The list is also the single most important part of any direct marketing campaign.
That's why JDM offers list management services which include:
- SQL database implementation
- Manage Soft and Hard Bounces (email/print mail)
- Prospect Behavior Identification
- Managed Suppression lists
Before your next direct marketing campaign, pay close attention to your list. When you're ready to let the experts at JDM manage it, contact us.
In the meantime, learn the three rules to get a "LOC" on your next direct marketing campaign. |
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Get a "LOC" on Direct Marketing
Successful direct mail marketing begins with a few priorities. They are "List", "Offer", "Creative" and they are in that order.
List
Most important part of any direct mail campaign is the list. This is the "direct" in direct mail. If you're sending your message directly to the wrong audience, what's the point. Don't just buy a list of zip codes if your business is not regionally-focused. Don't purchase a list at all at first—rent one. We are generally weary of list brokers. Consider purchasing/renting a portion of a publication or event list. These lists are usually opt-in.
The list is the single most important part of any direct marketing activity Don't even begin to think about possible promotions or creative design until you've locked down your list. Even the world's best offer and creative will fail if it's sent to all the wrong people.
Offer
Once you've nailed down the list, the next step is developing a relevant, aggressive incentive or offer for taking some action.
"Call today" is neither incentive-based nor much of a call-to-action. Ask yourself, "why should they call today?" It's human to act on something with an incentive.
Creative
Traditionally, people think about list, offer, creative in exactly the opposite order. However this is certain failure. Creative should speak to a specific audience, promoting a relevant and action-provoking offer. That's it. Non-traditional print sizes. Attention getting design or headlines are also great, but don't let yourself get carried away with creative. Remember the list and the offer and the creative will flow from there.
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