Compose Direct Mail Campaign ‘Money Lists’

A couple of weeks ago week discussed how a well planned direct mail campaign could launch or re-launch a business successfully. But how do you make sure all your plans go off without a hitch? What do you need in order for all your efforts to make sense? You know the phrase, “the money is in the list?” Well if you have a well composed list of potential clients (or many lists), you can very well guarantee a successful direct mail campaign.

Direct mail campaigns should be well thought out and strategically mapped for one result: efforts equal revenue. If you do not pre-plan your target market list(s), you’ll have bad lists and you will not make money. Compile your target market lists into these types of lists: The Benjamins List (Hot), The Ten Spot List (Warm), and The Much Coinage List (Cold).

The ‘Benjamins’ List

A Benjamins List consists of people who have made purchases from your business and/or have been long standing clients. You could make a second list from this one that complies referrals from your clients. Asking for referrals should be second nature to your business marketing. Utilizing the “happy customer” as your loyal marketer is a no-brainer. Some marketing stats say that everyone knows at least 250 people. Of these people 10-20% will be prospects for your business.

The ‘Ten Spot’ List

A Ten Spot List consists of people who have heard of your products and services directly from you either at a network marketing, seminar, or they may have experienced your products and services in some way, shape, or form. If you are at an event, get a mailing list or create one to capture potential clients that have heard or experienced your products and services. The best way to collect these contacts is by offering a contest giveaway where they leave their business card or fill out a form with the information you’d like to collect. Maybe you attended a conference or spoke at one, you could get a mailing list from the event coordinator to mail your information to those potential clients. However you acquire your list, make sure you do not wait too long to mail out your direct mail campaign. Remember you want to stay ‘top of mind’.

The ‘Much Coinage’ List

A Much Coinage List is any list of potential clients that has people who are more than a year old contacts. You could also create a list of people whom you know little or nothing about that may be interested in your products and services. Some may use contacts from a phone book but may I suggest utilizing niche resources for example if you are a cupcake business, you may want to go to an online wedding directory to scope out potential brides who may be interested in your products for their upcoming wedding.

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