Are Your Marketing Mailers Reaching the Right Audience?

August 11, 2011 by Blackbookdata

There are two truths that cannot be ignored when it comes to the marketing success of your business:

#1) If your flyers and marketing materials are not reaching the right people, you are NOT going to make the sales you need to reach your financial goals.

#2) No matter how you look at it, the high cost of advertising materials and postage has made the use of mass mail very expensive. Given today's economy, you cannot afford to waste as much as a single dime.

There was a time when targeted mailing meant little more than selecting a particular geography and flooding every address with your advertising materials. Generally speaking, the odds were in your favor as the costs involved were relatively low, and response rates were relatively good. Today, this is simply not the case as costs have gone sky high and the economy has budgets pulled in tighter than ever.

In addition, you’ll find that the average consumer is far more selective about where they shop and how they spend their money. Generally speaking, if they are not already looking for what you are selling, your precious advertising materials are going to end up going straight into the trash, unopened and unread. You simply cannot afford to waste what little advertising budget you have in this manner.

Stop Throwing Your Money Away

Instead of throwing your money away, you need to make sure that every circular, every sales package and every brochure you send out reaches someone who has already expressed at least some level of interest in your products or services. While you may have a mailing list of your own that consists of names of previous customers, and others that have already been in contact with your company, this alone is not going to help you create a successful campaign.

There’s an old axiom that says “you have to spend money to make money" – and it’s never been more true than now. While your in-house mailing lists are handy, you should strongly consider going outside the box, and go to a third party mailing list provider. These companies specialize in collecting data and using the information to create carefully targeted mailing lists. A targeted mailing list is one that contains the names and addresses of people who have either expressed a direct interest in your products or services, or have an interest in them based on recent activity.

In many cases a person will visit a website and fill out a request for more information about a particular product or service, others will fill out a mail-in card, or talk to someone on the phone. All of these are considered prime candidates and make for very successful mailing lists. An example may include those who have just inquired for a home loan, and are perfect for mailing lists going to insurance and mortgage companies.

All Mailing Lists Are Not Created Equal

One thing you need to keep in mind is that all mailing list services are not created equal, and you need to be very careful in choosing one that provides maximum return on your investment. One of the biggest problems in this industry is the number of companies who keep recycling old data. In this case, you may find that you are the first company to buy this particular information, or you could just as easily be the fifteenth. Either way, you end up wasting your money.

The same applies to the age of the information you are buying. This is crucial, if the information on the mailing list you are buying is old, it does not matter if you are the only one buying; your conversion rates are likely to be too low to justify the money you have invested.

Choose a Marketing Partner You Can Trust

You need to be guaranteed that the information is fresh and will be delivered with 24 hours of your order. At Black Book Data we’re dedicated to the principles of sound marketing, and to providing the best possible customer service. We offer a 100% satisfaction guarantee with every service we provide for you. Call us today for free no obligation consultation: 1-888-818-3282.