Marketing 101: It's The List, Dummy!
10/9/2012
| admin_us649
Recently, we finished a self-promo direct mail campaign. We do these frequently, and we always start with a few basic questions...
1. Who is our target audience?
2. What is our offer?
3. What do we want to say?
We don't get tied up too much in making the piece look absolutely perfect. Instead, we always fall back to the 40-40-20 rule. The 40-40-20 rule was developed by direct marketing maven Ed Mayer many years ago. It divides direct marketing success into three segments as follows: 40 percent to using the right mailing list; 40 percent to the offer, and 20 percent for everything else – including design.
So, the first item on that list...The List. That's where it all starts. We have clients who, before using Alphagraphics Westlake, have mailed thousands of pieces, only to have 35%-40% returned as non-deliverable. Any idea what that cost our client, not only in postage, but lost lead-generation?
How do you do better? Start by picking up the phone and calling Alphagraphics Westlake at (440) 835-6540. Our list-acquisition service will deliver a quality list at an affordable price. We'll help you identify your target audience and provide instant counts. We can start as simple as household incomes, and get as crazy in-depth as "owners of 2002 Buick Rendezvous who live in Sandusky, Ohio".
Give us a call at (440) 835-6540. We'll talk more about Marketing 101: It's the list, dummy!