Building a verified list
So you are now building a Verified List - a list of people who will buy from you from time to time. You need to look at what they buy, how often they buy, what they best respond to, and from all this build up a picture of the two most important factors
I have verified mailing lists where I mail everyone on the list every fortnight. "But don't they get really annoyed?" ask some people at my seminars.
The answer is no, because I have taken the trouble to find out what people particularly want to be sent, and that's what I send them. Each mailing has something very different in it, and each one tells them something new.
But this is not a rule - no one says you must mail people every couple of weeks. Other verified lists that I have get mailed once a month, some less often, simply because I cannot find the right thing to say to justify mailing more often.
Thus I might have Group X - a verified list - and I know that if I mail them more than once a quarter, I am just wasting money. But mail them once a quarter, and my £400 per 1000 mailing fee brings me in good returns.
If you take a look at the Making Direct Mail Work website or any other sites on the Mailing Information Exchange, and what you see does not make you think that this is an interesting area - then you might well find it is a good idea to bring in a company that can take over the whole marketing programme for you - suggesting ways forward, keeping track of the databases and so on.
You will have realised by now that Hamilton House Mailings plc offers such a service - please do call us on 01536 399 000.
However if you are happy to do it yourself, we are happy to tell you how. Please read on.
You can't go on mailing people for ever - not even people on your verified list. Someone might buy from you, go on the list, and then not be heard from for months and months.
How long do you keep mailing them for? And if you decide to stop what then? These issues are addressed below.
Out of time |
In time |
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