I’m willing to bet you can rattle off any number of lists at the drop of a hat. Be it a grocery list, the last ten Netflix shows you binged, your 5 closest friends on the planet, the 10 places you absolutely must see on your bucket list, and on and on.
Lists are ingrained in our every day, whether we’re physically writing them down or not. Similarly, lists are part of the fabric of a great direct mail postcard campaign, the lifeblood of getting the word out to the right people at the right time.
According to an Association of National Advertisers report, there’s an average 43% direct mail ROI. In addition, a LOB State of Direct Mail report tells us 74% of marketers report that direct mail delivers (no pun intended) the best ROI. And the path to those great returns starts with the list. But which one, and how many should you use? You know I preach test, test, test…and that includes identifying the right lists to help uncover the best potential leads and sales. I’ve compiled a selection of lists below. Which ones are right for your product/service?
- Consumer Direct – Self-explanatory; this list is pointed toward people purchasing goods and services for personal use. Captured data could represent demographics like ethnicity, income, political affiliation, and extra-curricular interests.
- Paid Circulation – Ex., people who pay for a magazine or newsletter subscription. This applies to the vast majority of people who are paying for a subscription to their favorite periodical.
- Occupant – These lists are super general, and what you can consider a shotgun or spray-and-pray method. You aren’t targeting someone, specifically, instead you’re sending a postcard to a home or ‘occupant’ and hoping to stimulate their curiosity.
- Controller Circulation – Ex., people who get a magazine or newsletter for free. You see this a lot with trade publications (Roofers Monthly), or anything where a prospect has been asked to, and does, complete a “qualification card.”
- Renter List – Again, it is self-explanatory. This is sometimes targeted toward folks with a financial incentive to move (ex., a mortgage company sending postcards to potential future homeowners). But it’s also an example of an ‘occupant’ list since apartment complexes have a high turnover rate.
- Subscription Lists – Ex., just how it sounds…a list of people who’ve received a mailing asking them to subscribe to a magazine, and they pay to do so. (Hint: these people have proven willing to purchase through direct-response methods!)
- High-Income List – If your product or service comes with a hefty price tag, or is seen as exclusive in some way, there’s no reason to waste time in a demographic whose income characteristics won’t support patronizing your business.
- Attendee Lists – Ex., anybody who’s been to a trade show (Roofers World 2023!) or conference and signed up to receive material at some later point in the month or year.
- Donor Lists – Ex., folks who have donated to their favorite cause, their alma mater, or any organization that funds itself through the generous donations of others.
- Membership Lists – Ex., groups of people who belong to specific organizations – like the Association of Welders you belong to that went to the Roofers World 2023 trade show…where you were added to a company’s Attendee List.
As you can imagine, those aren’t your only options. If sales and a solid ROI are the treasure you’re seeking, then the list – or lists – can be the map where ‘X’ marks the spot. Find what works for you, again, understanding that it might be a combination of lists that, over time, produce the kinds of results you’re hoping to achieve.
Please contact our customer service team at 833-875-8800 if there is anything we can do to help you succeed.
