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WHEN TO HIRE A PRO?

  1. When you cannot devote the time to research and cull down the list.
  2. When a previous experience has not been successful.
  3. When opening a sales territory in a new area.
REAL WORLD MARKETING TIPS

Selecting the database or mailing list for your direct marketing initiative is what we term “the grunge work”. It is tedious work to research, select and narrow down a mailing list. We call the finished list your “wish list” of potential customers.
 
The “wish list” criteria should be finalized as the first step when purchasing a mailing list. 

Answer the following type of questions:
  1. Describe your ideal customer.
  2. What type of customer has been the most profitable in the past?
  3. How did our best customers find us?
  4. What specifically influenced new customers to buy from your firm?
  5. How many current customers purchase multiple products or services?
    1. What does this group of repeat customers have in common?
  6. How many current customers should purchase more products or services when compared to similar current customers?
  7. What is the size of the final “wish list” that is manageable for my budget? (Assume that a single mailing will cost $1.00-$1.50 each when you include postage, printing, copywriting, graphic design and the cost to purchase the mailing list.)
  8. Which products or services are critical to promote now to meet corporate goals for a specific time period?
  9. What size of company works best with our offerings and customer support structure?
  10. How many times will I need this list? Lists are priced either as a one-time use or an annual license.
  11. Do I need telephone numbers included in my mailing list for telephone follow-up to direct mail pieces? 
Highly targeted direct marketing is the most effective since it allows you to focus on a manageable sized list. The smaller the mailing list, the easier it will be to follow the “7 Touch Rule”-your prospect will make a buying decision after the sixth to seventh touch. By repeating your direct mail campaign such as postcards, sales letters or brochures you increase the odds that your prospective customer will call for a request for quote or sales appointment.
 
Types of lists to purchase which supplement your in-house mailing list include general lists which provide you demographics about a particular company and the name of the “highest level of management”. If your product or service relies on communicating via direct mail to a specific job title such as “Vice-President, Operations” then you will want to purchase a specialized list compiled by trade journals, trade associations, and industry trade show managers. Marketing Xperience can assist you with both general and specialized mailing lists.
Your successful outsource marketing campaign needs to support both your sales and objectives for:
Business Development

BUSINESS
DEVELOPMENT

Build an on-going lead generation pipeline including internet-marketing and trade show displays.
Closing The Sale

CLOSING
THE SALE

Influence the prospect to purchase your product or service with press releases, advertising, and corporate literature.
Maximizing Revenue From Existing Customers

MAXIMIZING REVENUE FROM EXISTING CLIENTS

Use corporate marketing communications solutions to expand the services or products existing customers buy from you currently.