It's the List, Stupid

Share this content:
If there's one lesson to learn in the direct mail business, it's that the list is the most important element in the equation. You can have the best copy, the best offer and the best price -- but if you don't mail your campaign to the right people, you won't sell your product, attract the right donors or get the response rate you're hoping for.


Case in point: I received a direct mail piece that was addressed to someone who hasn't worked at <I>DM News<I> in a year. Granted, we get mail and telephone calls for people who haven't been here for several years, but this piece caught my eye. It was from a real estate office that sells exceptional properties, i.e., very expensive homes. "As you may know, Previews has enjoyed a unique and distinguished position in the world of fine real estate," the cover letter said. "We have earned our reputation by selling the properties people dream about."


True, the piece included photographs of some fabulous homes. But there are two problems here. One, the enclosed letter was too impersonal for a mailing that's describing something so personal -- where you could be living for the next umpteen years as you pay off that huge mortgage. It can't simply begin with a generic, "Dear Sir or Madam." And you'd think that for a company selling multimillion-dollar homes, the agent would sign each letter individually.


More important than the creative, though, is the list. The person who put together this mailing missed his target audience by using an old list. People in the field say using the proper list can have as much as a 3,000 percent impact on response. Just think of the agent's commission if that had been the case.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above