I spell "Junk Mail"…J-U-N-Q-U-E
Maybe it's because I have been making a living for myself and my family for over 28 years in mailing list direct marketing, or maybe it's just because I'm a thin-skinned big baby... but I can't help getting rankled (nice way to say P.O.ed) each time I hear these uninformed news people and self-righteous soap-box preaching online pundits trash direct mail by calling it "Junk Mail".
Are all email marketers SPAMMERS?
Of course not!
So why is it that all direct mail marketers are junk mailers?
Exactly! They are not.
In fact, every legitimate direct mail marketer wants to mail to as few people who are not interested in their offer as possible. The wrong list fails to target people who would want to buy from you - and it is costly.
A properly segmented and selected mailing list is one of the most accurate means for any business to target an audience of people who want their product or service.
The beauty of direct marketing is its measurability. It is far more measurable advertising media than Broadcast TV/Cable, Space Advertising and Radio.
"Buy Mailing Lists"
The direct mail mailing list is the most significant factor in a successful direct mail marketing campaign and a major point to consider in small business marketing strategies where marketing ROI (Return On Investment) is a key concern.
What really makes your direct mail marketing and advertising campaign successful?
The biggest single factor in the success of your direct mail marketing strategy is who you send your mailings to.
You need a mailing list. You need a good mailing list. You need a Targeted mailing list.
Who and where you buy mailing lists from is up to you. You can go with a large nationwide giant, you can go with a local outfit, or you can go with a company that listens to what you are trying to accomplish and helps you develop the best possible list available.
However you choose to proceed, the mailing list must contain the names of people who are likely to be interested in the product or service that you offer.
What kinds of lists are available?
There are basically two types of lists (other than your own house file of existing customers and current prospects) that you can use:
1. A Response list is a list of people that have purchased a product, subscribed to a publication, donated to an organization or joined some type of membership. They have some level of interest in the topic or purpose of the list.
While these people have not previously responded to you, they have responded to someone in a related area (if you have purchased a correctly targeted list) so you know they are at least warm. Many large scale direct marketers operate under the RFM (Recency, Frequency and Monitary Value) rule when selecting a list. It is a direct marketing axiom that the closer to a direct mail purchasing/subscribing/donating action you can offer a similar product or service, the more apt the object person is to engage. Response lists identify a behavioral action. Response lists are also typically more expensive and require higher minimums than the second type of list-Compiled Lists.
2. A Compiled list is a list of people who were selected to be on the list because they possess the characteristics that you are trying to target.
Examples of characteristics used to target might include adult age, gender, household income level, marital status, etc. These are more fixed characteristics than response list characteristics, which are behavioral characteristics. Compiled lists
Mailing lists, correctly targeted, will make the difference between a mediocre promotional campaign to a wildly successful promotional campaign
Junque Mail
Junque mail typically is mail that is not directed to a specifically targeted audience. In my youth, we used to refer to it as "shotgun marketing" shoot it up in the air and hope that it hits something...
From the many Billions of dollars in direct mail sales each year, it is clear that Consumers do not mind receiving mail promoting products and services they have an interest in. That is direct mail.
When unsolicited mail overpowers the mail box, that is when it becomes junk.
Studies show that 70% of the US population still prefers direct mail to email or telemarketing calls.
No matter how you spell it, slice it or dice it, no one wants to receive mail they have no interest in and has no relevance to them.
When you buy mailing lists, make sure that you have done your homework to best understand who your customer is, or who you are trying to reach. This way you can work with a consultative list professional to purchase the best mailing list(s) available and stop the waste.