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| The Right List |
(414) 422-9530
If you do what you've always done, you'll get what you’ve always gotten.
not doing as well as you could. This is particularly true when it comes to the mailing list.
Whether you're trying to acquire new members or just generate leads, having the right
list is critical. Your piece could be eloquently written and beautifully designed, but will
be a waste of money if it's sent to someone not remotely interested in your offer.
So how do find the right list?
1) Determine who your ideal prospects are
In order for this to happen, you have to know who your ideal customers are. Learn as
much as you can about your current customers. By understanding who they are and
why they respond, you'll be able to look for others just like them.
- Start with the basics such as geography, age and gender
- Dig deeper to find out income and presence of children
- Include information on hobbies/interests whenever possible
2) Brainstorm unique ways to reach them
Don't be afraid to try something different.
I once worked with a non-profit who used rented lists for their fund raising appeals.
One of their best-performing lists was Victoria's Secret Catalog Buyers. Not exactly
what you'd expect for an organization devoted to promoting the humane treatment of
animals. But after breaking it down, the demographics of the list matched their best
donors: women aged 25-45 who are comfortable receiving mailed solicitations.
This doesn't mean you should abandon your tried and true lists. Instead, enhance
them by shrewdly testing new lists discovered through thorough research.
not doing as well as you could. This is particularly true when it comes to the mailing list.
Whether you're trying to acquire new members or just generate leads, having the right
list is critical. Your piece could be eloquently written and beautifully designed, but will
be a waste of money if it's sent to someone not remotely interested in your offer.
So how do find the right list?
1) Determine who your ideal prospects are
In order for this to happen, you have to know who your ideal customers are. Learn as
much as you can about your current customers. By understanding who they are and
why they respond, you'll be able to look for others just like them.
- Start with the basics such as geography, age and gender
- Dig deeper to find out income and presence of children
- Include information on hobbies/interests whenever possible
2) Brainstorm unique ways to reach them
Don't be afraid to try something different.
I once worked with a non-profit who used rented lists for their fund raising appeals.
One of their best-performing lists was Victoria's Secret Catalog Buyers. Not exactly
what you'd expect for an organization devoted to promoting the humane treatment of
animals. But after breaking it down, the demographics of the list matched their best
donors: women aged 25-45 who are comfortable receiving mailed solicitations.
This doesn't mean you should abandon your tried and true lists. Instead, enhance
them by shrewdly testing new lists discovered through thorough research.
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