| |
| |
|
Marketing Information |
|
|
|
Creating And Maintaining A Mailing List
Starting to collect proper information to create a mailing list is not difficult, once you know how to proceed. In this report, uses for mailing lists are briefly described. The first steps in identifying the names that might be included on your mailing list are also outlined. Finally, the important concept of a database is introduced. WAYS TO USE A MAILING LIST Mailing lists are a versatile tool that your business or organization can use to help achieve many administrative and marketing objectives. 1. In Daily Administration: For-profit and nonprofit organizations alike use mailing lists constantly in their day-to-day operation. Well-maintained mailing lists are required to efficiently carry out important activities such as: * updating employee phone lists. 2. In Marketing: But it is in the marketing area that mailing lists can really make a contribution to the "bottom line." Much of the information in this report can be used for all list needs. Selling through the mail via a catalog is one basic example of a marketing application where a mailing list plays a very important role. The list is the source of names to which the catalog is mailed. Today, organizations of any size can benefit from using a mailing list in marketing functions. Here are some other marketing uses for which a mailing list is a critical ingredient: * Soliciting orders without incurring the expense of a direct sales call. (This can be particularly efficient for smaller accounts where the amount of the order does not justify the high cost of a personal sales call.) You will find that the administrative and marketing uses for mailing lists are almost endless. How many of the ones we've described above would benefit your business or organization? In the next section, we will define the different types of lists you can develop. TYPES OF LISTS From a business or organizational point of view, everyone is not equal. Just as a bird in the hand is worth two in the bush, existing customers are worth more than potential customers. The same principle applies to mailing lists. They can be divided into four types, according to the value of the names they contain: 1. Current Customer: Your list of current customers contains your most valuable names. They have already bought your products or used your services. They are the people or companies most likely to respond again to your future offers. In this booklet we refer to these names as "customers." However, depending on your type of business or organization, the term "customer" can also include a whole range of people (or organizations) such as: * clients of professional service firms. 2. Inquiries: Businesses or individuals who have contacted your organization to request something - catalog, sample, quote, or perhaps just information - are more likely to respond to your offers than others who have not shown an interest in you. Further, the faster you are able to contact an inquiry with an answer, the more likely it is that he or she will react positively to your next offer. 3. Prospects: Prospects are potential customers. They are people who have not yet responded to your offers nor inquired about your organization. However, you have reason to believe that they may have a need for or interest in your product or service. You also expect that these prospects have the ability to pay (if you're selling a product or service). (A smart way to look at your customers is to also view them as prospects to be wooed and won for other products or services. Never take a customer for granted. For example, a customer who has bought only one product or service from you may be a prospect - and a very good one - for the other products and services you offer.) 4. Suspects: Suspects are prospects who may have some potential to become customers, but their need for your product or service (and their ability to pay) is uncertain. Developing a mailing list of suspect names should probably be the lowest priority for your business or organization. For each type of mailing list you create - customer, prospect, inquiry, or suspect - you will want to keep basically the same descriptive information (data) on each of the names you include. If you can keep and maintain the same data on each of your customers, you can find which common characteristics are processed by your best customers. If you can then find prospects which closely match those characteristics, you have a greater chance of success in your prospect mailings. The next step, in creating your mailing list, is deciding on the data you should try to capture for each of the names. WHAT DATA TO INCLUDE IN YOUR MAILING LIST RECORDS This section of the report offers some preliminary guidance in making the necessary decision about which piece of descriptive information, or "data element," to include in your mailing list records. When you are identifying the data elements you want to include in your mailing list, you are really laying the groundwork for your database. "Database" is a popular term among mailing list specialists today. However, the concept of a data base is fairly simple. A database is a collection of information about your customers, organized so it can be easily expanded, updated, and accessed by any of a number of its component parts or variable. Mailing information (name, address, etc.) is part, but not all, of a database. Why is a database so important? Let's begin by reviewing some basic principles: Therefore, to make decisions about what data elements to include in your database, first determine what common characteristics your customers share. For example: * Do your customers share a certain level of income (in the case of individuals) or annual sales volume(in case of businesses)? These are just a few of the characteristics your customers may share. The following questions don't apply to prospects, but they can also help youdetermine who your best customers are: * How often do your best customers buy - daily, monthly or even yearly? The better you understand your best current customers, the better you will be able to identify the data you want to maintain about potential customers. Copyright 2004 by DeAnna Spencer Note to editors: This article may be redistributed freely on the Internet as long as the resource box remains intact.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Business Leads Anyone who runs their own business can tell you how challenging it is to generate business leads on a consistent basis. Finding good leads and generating more sales is vital to the long term growth of any business. Networking Events - Lose the Fear and Gain the Benefits "Kevin, are you saying I need to go to Networking events? I hope not because I hate them."No, of course you don't have to go to them. Have You Sold Your Internal Customers? You can make the sale. You know your core message. 5 Ways to Market for Immediate Results Sales are down, and I need more customers now! Sound familiar? Maybe you are the one who said it. I know what you're thinking, there's no magic pill for delivering immediate results and no spontaneous marketing effort that will skyrocket sales. Go Guerrilla Jay Conrad Levinson coined the term guerrilla marketing, which I define as low-cost, creative and typically self-implemented public relations techniques.Here are a few thoughts that might spawn some ideas for your own business. Marketing Through Associations ©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking for new list sources - everybody's tired of mailing to the same lists. If you're not in direct marketing and thinking about putting a mailing together, here's something a little different: take a look at marketing through associations. What Is Better Than FREE? Oh come on! FREE is free. Zero, zip, nada, zilch. Why You Dont NEED a Marketing Plan If you pick up a copy of the November 2003 issue of Entrepreneur magazine, you'll see my Web site listed on page 10, along with a good amount of promotional copy.How did I get featured in a major, national magazine?Do I have a great PR person? Did I know someone at the magazine? Was this part of my carefully-crafted marketing plan?No, no, and um, no. Private Practice Marketing: 3 More Secrets I Wish I Knew When I First Started Out Secret #4 - Get very comfortable asking for paymentOne of the easiest ways to set this up is to have very clear explanations in your intake forms about how payment works.It's your job to train your clients how to pay you promptly. The Magic of Keep-in-Touch Marketing Yesterday I received a phone call from an acquaintance that I've met once or twice but haven't seen in over a year. She wanted to let me know that she was referring me to a client of hers who needed help with his Web site copy. Non Products Exist in this World "Both the market and the distributive channel are often more crucial than the product. Products are within the business as the accountants define it. How To Be A First Class Marketer? Did you now how to follow up a new customer with less phone calls?First thing for you to know that you only have about 5 minutes for first follow up in the phone. The rest of that is a meeting arrangement. How to Critique Your Own Yellow Page Ad Forget what you know about your business Your goal is to see your Yellow Page display advertisement the way a directory user sees it. You can't act like you know anything about your enterprise that isn't there, on the page. 5 Tips to Grow Your Business Globally Entering into Global markets is a great way to organically grow your business. However, many small to mid sized businesses have a hard time, if they even venture to go global at all, entering global markets. Mail Can Make You Money Are you still waiting for business to turn around before you start direct mail marketing? Waiting around won't get you any business. The time to start is now. Top 10 Benefits of Hiring a Marketing Writer to Write Your Marketing Materials 1. It costs less to delegate to a professional than to waste your valuable time trying to do it yourself. Laws of Marketing - The 10 Immutable Most marketers believe that anything is achievable if you are energetic, creative or determined enough. But laws of marketing follow laws of business, and if you violate them, you risk your marketing dollars. The Truth About The Fallacy Of 7 Ted Nicholas is a marketer with a proven track record. He has started, operated and sold 21 profitable businesses, and is responsible for the direct or indirect publishing of hundreds of books and publications. A Complaint? It's a Compliment! - 7 Tips for Dealing with Complaints at Trade Shows A Complaint? It's a Compliment!What made you mad last week?In the past week, how many times were you upset by something? What action did you take? Complain to the neighbors, make a snide remark to a co-worker, post it on a list or email a group? Did you just gossip or did you try to make it into a positive experience? They say we complain to ten people for every one compliment about a product or service.Did you call the manager of the company, write the company president, email a suggestion for improvement? Probably not. Massage Marketing Made Easy: A Simple Nine Step Marketing Plan for Therapists and Bodyworkers Marketing is actually very simple. It involves telling people what you do.
|
| home | site map |
| © 2006 |
