Know your industry; in each segments there are subtle differences, which areas are growing. Forecast and build your lists to take advantage of these changes.Rental sales lists should be avoided. Your lists should become part of your ongoing activities. A prospect may not close the first 3 mailers, they may not even receive the first 2 however, if you rent a list, you only get one shot. When you own your list, you not only get mail data but should also receive phone contacts as well as fax numbers where available.Quickly growing market segments should be receiving an influx of new data and consumers, if you are trending your industry you’ll know when to purchase your data. When the trend line of sales goes up, it’s time to make list purchases.Your direct mail should be as targeted as you can make it. Have your data consultant building your direct mail lists segment lists into groupings with specific characteristics, or ensure you’re list can be filtered to isolate segments. Your mail piece should be written to your prospect. You’re research into your target market should help you to address their specific wants needs and concerns.Test, Test, Test, and Test some more! Did I get your attention with Test? Think about your testing, how will you create list segments? Gender, Age groupings, geographically. Be sure your testing does not isolate or squeeze out niche markets, the purpose of testing is to find what groups are most responsive and what specific approach appeals to each. Be sure you get this VALUABLE information from your tests doing so will increase your total ROI and prove more valuable over time. You’ll be stocked with a highly tested supply of marketing materials that you know work.When you’ve isolated your best approach for each group ensure you take that approach back to previously mailed but not converted targets. This is why we don’t RENT lists, the list consumer receives the best ROI and advantage from owning the list!When you finalize your mail piece ensure it has NO errors. If you have page breaks, don’t end an ideal on a page, carry the sentence on the next. Ensure your prospect knows how to get a-hold of you. Tell them what to do next, Pay, Call, etc… Get the readers attention, drop cap (large first letter of a paragraph) heavily indented first few paragraphs, etc, you want people to read what you have to say.
The power of viral networking is undeniable, but without a strong email marketing list you can’t really take advantage of the opportunities presented through the use of a mailing list. Gathering together that list is the hardest part of the process, particularly for “newbies” just starting out. How, then, can they take advantage of the potential offered by the net from day one?Through the use of a lead generator. A lead generator will quickly put you together with a list of hundreds or even thousands of like-minded individuals who are going to be interested in what you have to offer, and therefore are going to be able to help you build your business in no time. Through the multitude of lead generator resources available online you can expand your e-mail marketing program in the time it takes you to click a button.Advantages of Lead GeneratorsThe hardest part of e-mail marketing is building a mailing list. Why? Because thanks to the geniuses who invented SPAM many consumers are hesitant to give out their contact information for the purposes of receiving promotional e-mail from a business. They’re terrified that you’re going to sell their information to another competitor (a lucrative business, but one that doesn’t do much for the respectability of your business) and they’re going to find their inboxes full of junk mail that they didn’t want, didn’t ask for and can’t get rid of every morning.Since you can’t gather contact information without the consumers permission, and consumers are increasingly more hesitant to give out that information, the process of building a strong mailing list that will bring you definite results can take months or even years. You don’t want to have to wait that long!Enter the lead generator. Lead generators such as ListJoe.com are companies which have gathered together lists of hundreds of users who are interested in what you have to offer and have agreed to allow their e-mail addresses to be given out. These people are expecting to receive your promotions, so they’re not going to go running down the street yelling, “SPAM” in your general direction.What’s better, because these lead generators are going to contain lots and lots of e-mail addresses you’re going to be able to capitalize on the results of your e-mail marketing campaign almost instantly. Instead of building your mailing list one by one you’re going to be building it by the hundreds. Hundreds more possible leads almost always equates to more sales, which is going to leave your profit margin dancing with joy.Disadvantages of Lead GeneratorsBear in mind that when you use a lead generator to build your mailing list there’s always the risk that nothing is going to come of it. Why? Because these are people that have expressed an interest in an industry that is somehow related to yours. These aren’t the customers that have walked into your store or shopped on your site and already know (and like) how you do business and what you have to offer. They don’t know you, and because of that there’s no guarantee that they are going to make use of the e-mail marketing materials you send their way.Risks aside, however, lead generators offer a tremendous chance to build your business with very little expense on your part. If you’re having trouble getting your mailing list where you want it to go and you’re serious about getting some serious results from your e-mail marketing campaign you should definitely consider giving a lead generator a try.