Remember that your business will not be the only business to have purchased this mailing list, which may mean that your target market becomes familiar, and understandably fatigued, with seeing the same label. So my advice is to purchase the list and then either make up your own labels or if your handwriting is up to it (handwritten envelopes get more attention that printed ones) handwrite all the envelopes.
Before purchasing a mailing list make sure:
- You are buying from a reputable source. If you can’t see any client testimonials either on the marketing company’s brochure or website they’re probably best avoided.
- The list is up to date. The cheaper the list the more out of date it is likely to be. Ask the company representative to explain not only how they compile their lists but also how up to date they are.
- Quantities. You will need to buy in sufficiently large quantities to make your campaign work. Depending on what you’re selling you can expect a positive reply of approximately 1 per cent. Thus if you’re sending out 1,000 letters you can expect 10 positive replies.
Lots of books have been written about direct marketing and if you are thinking of using this marketing technique for your business I would recommend you do further research before buying any lists.
Although it can be expensive to run a direct marketing campaign it can be well worth it.
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