Read a Datacard Like a Pro, Part 2: Location, Location, Location!
Just like in real estate, location is a key factor in deciding which lists to rent for prospect mailings. That’s why looking on a datacard for the “source” that a list’s names came from is critical. If you’re selling through the mail, you want other lists of prospects who have purchased through the mail.
We’re in a behaviorally based business. List prospects who may look like a fit sometimes are not. Let’s go back to the Athleta list from last week (see http://www.catalogsuccess.com/story/story.bsp?sid=52662&var=story ). That list’s source is “100 percent direct mail sold.” Not Internet sold, and not compiled from the phone book. Not coming from an infomercial and DRTV sold, and not retail sold.
The customers from that list have demonstrated the behavior of buying products via the mail. If you were marketing similar products in a similar way, you’d score them a one out of three. (If you need a refresher on the list scoring “system” I discussed a few weeks ago, go to http://www.catalogsuccess.com/story/story.bsp?sid=49998&var=story .)
Always think about the maxim I stated a few weeks ago: “The ability to buy doesn’t always equate to the proneness to spend.” Just because a particular list has products that have an affinity to yours, the method in which the names were added to the list is just as important.
When renting a mailing list to test for your offer, always get to the buyers that most closely represent yours. This includes not only what they purchased, but how and where they purchased from.
The Internet Factored In
With the Internet now performing a dual role as both marketing channel and order-taking channel, be sure to separate the Internet buyers from the catalog/mail order buyers. Ask your list broker if you can order only those buyers who bought via the marketing channel you intend to use. Sometimes there is a “select” fee for this, but it’s worth spending a bit more to mail the best possible names.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.