How to start a mailing list

A mailing list is, of course, a vital part of your marketing campaign. You need it to generate interest in, and activity for your business.

To start, enter all applicable names from your Rolodex. These are people you know, therefore, they are likely prospects for your business. They may also be asked to refer friends and colleagues to you as well.

Collect as many business cards as you can. Some ways to do this are through networking and exchange clubs. If you have a retail business, have customers drop their business cards in a jar and offer them an incentive, then once a month hold a drawing. For example, restaurants offer free lunch to the winner.

Ask everyone you come in contact with during your business day if they want to be part of your mailing list.

If you are a member of a professional organization that publishes a member directory, that’s also a great source for qualified names.

Here are the top five biggest mistakes businesses make when developing a mailing list:

1. Entering all the data as if it were one long entry. This will severely inhibit your list’s usability. Instead, each ‘record’ (business card) ideally should be entered using contact management software. If you don’t have that, simply use Excel and set it up so that each separate piece of information (field) is its own cell. For example, don’t enter a full address in a string. Enter the street address in one cell, the city and state in their own cells, and most importantly the zip code as a stand alone item. This allows for sortability, and when your mailing lit becomes large, sorting by zip code allows for substantial postal discounts.

2. Not using the list. By all means use it! Whether your list is currently 10 names or 1000, stay in contact with them. As you collect each name, send them SOMETHING, whether it is a postcard saying thank you, an email, even a personal call. But, never waste the contact by not offering them something. For example, a thank you postcard may include an offer for 10% off, or a FREE “something” by stopping by your store, or perhaps announce a sale. Whatever is applicable to your business.

3. Not knowing where each lead came from. Set up a simple categorization system for each name you enter in your database. For example, “A” for association meeting; “R” for rolodex; “T” for trade show. This helps you set up for future success by tracking the response of each type of lead on your list. This becomes critical as your business grows, as it allows you to weed out non-responders (thereby saving your marketing dollars!) and helps when purchasing future lists so you know what type of lead responds best to your offers.

4. Letting your list go stale. At any point in time, 10 percent of the US population is moving. If you market to businesses, think about how often people change jobs. By using your list and keeping up with the changes and feedback you get, you’ll have a much better up to date marketing tool.

5. Not respecting those that that don’t wish to be on your list. You must remove anyone who asks to be removed. This can actually work to your benefit because you’ll be saving marketing dollars in the long run. Be aware that mailers are expected to adhere to guidelines as stated on the Direct Marketing Association's website. Visit www.the-dma.org for more specifics about adhering to ethical marketing guidelines.

Lastly, make sure you have a budget to cover the ENTIRE marketing campaign. Mailing a list is just the first step. After that, you must produce and print the marketing piece; perhaps use lettershop services; and of course, pay for the postage.

Good luck in your marketing efforts and for more tips visit www.myaffordablemarketing.com!

Directly,
Randye Spina

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