Addressers President Urges Companies to Mail to Prior Responders
Those Who Responded to Prior Promotions But Did Not Become Customers Are Halfway to Purchase.
Los Angeles, CA, May 02, 2009 --(PR.com)-- President of Addressers (www.theaddressers.com), a Southern California Direct Marketing Company, Kent Moon notes that companies need to respond to economic duress in the most efficient ways possible. “When it comes to marketing, efficiency is all about the mailing list. Lists of prior responders to earlier campaigns are lists pre-qualified by a company’s earlier efforts. These are individuals who have demonstrated interest or need for your product or service.” Moon said.
Yet many companies fail to even capture the names and contact data of those who respond but do not buy, making this marketing resource unavailable.
Bob Bly, independent copywriter and author of The Complete Idiot’s Guide to Direct Marketing, says: “The best list available to you is your “house” list—a list of customers and prospects who previously bought from you or responded to your ads, public relations campaign, or other mailings. Typically, your house list will pull double the response of an outside list. Yet, only 50% of business marketers I’ve surveyed capture and use customer and prospect names for mailing purposes.”
At a time when marketing budgets are under pressure, companies need to get response from direct marketing efforts and convert those responses to sales. With mail volume reduced due to the recession, now is a great time to get your company’s message out by direct mail.
Bly points out: “The most common direct-mail mistake is not spending enough time and effort up-front, when you select—and then test—the right lists. Remember: In direct marketing, a mailing list is not just a way of reaching your market. It is the market.”
Mr. Moon’s most recent direct marketing article on the Addressers blog covers this subject in more detail. http://theaddressers.typepad.com/my_weblog/
Addressers is a direct marketing company that has provided direct mail and fulfillment services for more than 20 years. Unlike many companies where customization capabilities are limited, Addressers can provide clients with timely and cost-effective solutions by custom designing mailing, fulfillment and database using time-tested proprietary modules.
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Yet many companies fail to even capture the names and contact data of those who respond but do not buy, making this marketing resource unavailable.
Bob Bly, independent copywriter and author of The Complete Idiot’s Guide to Direct Marketing, says: “The best list available to you is your “house” list—a list of customers and prospects who previously bought from you or responded to your ads, public relations campaign, or other mailings. Typically, your house list will pull double the response of an outside list. Yet, only 50% of business marketers I’ve surveyed capture and use customer and prospect names for mailing purposes.”
At a time when marketing budgets are under pressure, companies need to get response from direct marketing efforts and convert those responses to sales. With mail volume reduced due to the recession, now is a great time to get your company’s message out by direct mail.
Bly points out: “The most common direct-mail mistake is not spending enough time and effort up-front, when you select—and then test—the right lists. Remember: In direct marketing, a mailing list is not just a way of reaching your market. It is the market.”
Mr. Moon’s most recent direct marketing article on the Addressers blog covers this subject in more detail. http://theaddressers.typepad.com/my_weblog/
Addressers is a direct marketing company that has provided direct mail and fulfillment services for more than 20 years. Unlike many companies where customization capabilities are limited, Addressers can provide clients with timely and cost-effective solutions by custom designing mailing, fulfillment and database using time-tested proprietary modules.
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Contact
The Addressers
Kent Moon
818-503-0691
www.theaddressers.com
Kent Moon
818-503-0691
www.theaddressers.com
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