Wednesday, February 13, 2008

Succes is in the Details, especially when mailing to a new list

I just purchased a list for use in my business as many business owners do and as I was reviewing the list I noticed some small details I wanted to change so as not to appear as junk mail when it landed in the mailbox of those business owners I want to impress.

Some hints for making the best use of a list are:

1. Be sure to review it before using it - I noticed a duplicate or two here and there due to spelling issues. Remove one of them even if it isn't obvious which one is spelled wrong. This duplication will save you money in postage and paper in the long run and more importantly, your company won't be perceived as inept on the receiving end.

2. After the dupes are gone, clean up any abbreviations - the list had more than 300 entries. In most of the entries there were abbreviations used for Street (St), Avenue (Ave) and the like. Go in to each and every line item and change the abbreviations. Yes, this can be time consuming BUT...it's worth the effort. Again, the perception on the other end is one of a higher level of professionalism.

3. Once the list is cleaned up, go through each entry - I noticed another marketing company on the list which I have chosen not to mail to. Not only is this wasteful on my part, I don't want my competition knowing any more about how I run my business than they would want me to know about them. Yes, this is one wasted lead, but it's for the greater good.

4. Don't assume anything - gender, for example. There are some names on the list that I cannot 100% identify as male or female. Be absolutely sure that your mail gets opened and read, so don't insult anyone by adding a "Mr" or "Ms" title in front of their name, it simply isn't necessary. I am especially sensitive to this as my first name is often mistaken as male. I recently received a mail offer from a CPA with the dreaded "Mr" in front of my name. I called the office & when they asked who was calling I said "Mr Spina" - boy was she confused & speechless! When I got through to the owner who signed the letter, I explained who I was, what I did & offered my services to enhance his marketing efforts. He gladly agreed he needed help!

5. Use it or lose it - when you purchase a list from any reputable list company, it will come with a mailability guarantee (usually 95% or 98%). So...mail the list & keep any returns. If they exceed the guarantee, you should contact your list broker and ask for a refund, or perhaps replacement names to make up the difference.

Buying mailing lists are a great way to get your message out relatively inexpensively, so do it, but do it right to be sure it gets opened and read on the other end!

Good luck & be sure to visit www.myaffordablemarketing.com for more helpful tips to market your small business.

Good luck & happy marketing for all!

Randye