subject: Home Care Marketing | Selecting Direct Mail Lists For Hospice Agencies [print this page] Direct marketing is a cost effective method of connecting with potential customers. With direct marketing, the recipient can be highly targeted by using demographics. Being able to target your prospects makes direct mail one of the most effective methods of marketing. Picture a target. The center of the target represents your audience. Direct mail is like using a rifle to hit the center of the target, instead of a shotgun. Mass marketing gets your message in front of many people, but fewer likely prospects.
Define your target
Before you look for a mailing list, you must first decide who the target audience is. What would the demographics or characteristics of that group look like? For consumer targets the demographics might include: age, income, home value, number of children and even whether they have a cat or dog. Business demographics may include: SIC code (type of business), annual sales, number of employees and building square footage. You will also need to determine what geographic area you want to target. You may decide your target area is as large as nationwide or a small as a particular neighborhood or apartment complex. Selecting a radius of a certain address is especially helpful for retail establishments.
Get Counts
Once you profile your target audience you can contact mailing list vendors to obtain counts and pricing. Once you've provided the details of your target audience the list company will search their lists for records matching your requirements. They made provide a report that shows the counts for each of the demographics and geography you've specified. Some providers have the ability to plot the records on a map, allowing you to visualize where the targets are located. Some questions to ask each vendor:
What is the source of the data?
How is the data compiled?
Is the data self-reported or compiled?
How often is it updated?
When was it last updated?
Use and Pricing
When it comes to use, there are generally two types: one-time use license and multi-use license. A one-time use license allows you to mail to the list one time only. With a multi-use license, you are allowed to market to the list as many times as you want within a one year period. As a general rule, unless otherwise specified, use of data is licensed not sold. Pricing is determined by how many records you select and which demographics you select. The list price is usually stated in a "per thousand" format. There is the "base price" for the initial record and a per thousand price for each additional demographic "select." Geographic selections are generally provided at no charge. Multi-use pricing is generally two times the base price plus the additional selects.
Mail It
It is recommended that a test mailing to a small sample of records be done prior to mailing to the entire list. This will allow for measuring response rates, headlines and offers. After analyzing the responses from the test mailing and making any changes, you are ready to mail to the rest of the list.
by: Mike McCoy
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