You can either start a direct marketing campaign to reach out to your current customer database or you can purchase a direct mailing list from a list broker or list manager to connect with new prospects. If you’re considering purchasing a direct mailing list, there are several factors you should think about.
Decide on Contact Method
The first step is to decide how you want to reach your prospects. Do you want to do a direct email campaign, do you want to reach out by telephone, or do you want to try an email campaign? Each contact method has its own considerations.
When deciding on a contact method it is extremely important to ensure you know the various rules and regulations governing each direct marketing method. If you are planning on purchasing a telemarketing list, take the time to research the Do Not Call regulations. If you decide an email blast is the way to go, make sure you know CAN-SPAM requirements.
Not educating yourself on the rules regulating the marketing method you use could cost you.
Know Your Target Market
The next thing you need to do is determine what group would be most interested in your products and services. This is called a target market and your direct mailing list should be tailored specifically to contact them. Are you promoting your products to consumers or business? If you don’t know who your target market is, try looking at your current customer base and use their features as the model for your target market.
How Often are You Going to Reach Out?
Is your direct marketing campaign going to be ongoing or is it going to be one and done? This factor will probably be determined by what the purpose of the campaign is. Are you reaching out to new prospects to try to create awareness or are you trying to promote a limited time offer? Repetition is important with any marketing campaign, the more you can get your message out the better.
Direct Mailing Lists do allow for one-time or multiple uses. One-time use mailing lists are typically cheaper that multi-use lists as you are only using the list once. With multi-use lists you pay full rate for the first use and a reduced rate for each subsequent use.
You just need to make sure that you are clear on what the usage guidelines are of the mailing list you are purchasing. If you use a mailing list multiple times when it’s a one-use only list, you are going to be charged a hefty fine.
How Many Contacts?
The size of the mailing list you purchase can be determined by a couple of factors. First is the marketing method that you decide to use.
Email lists have a greater success rate if they are sent out to a large quantity of contacts. The average open rate of an email campaign is 18 – 20%, with the average click through rate after the being opened is 3 – 4% (rates vary depending on the subject line and relevancy). This means out of 1,000 emails sent, roughly 200 will get opened and of those, 8 will respond to the call to action. A larger email list will ensure that your message will be opened and reacted to.
The size of the telemarketing list should be determined by the number of callers you have. If you plan on outsourcing to a call center with several callers, then the telemarketing list should be reflective of that. A telemarketer can make anywhere between 300 and 500 calls in an eight-hour shift. If you have 4 telemarketers calling, you can go through roughly 8,000 names in a week. Conversely, if you only have one person in-house making calls when they have the time, you could go through only 100-150 names in a week.
The number of contacts on a mailing list will be mostly dependent on budget. With direct mail campaigns, the list is usually the cheapest part, especially if it has a lot of contacts. Printing and postage can get quite pricey if the list you’re mailing to is large.