Meet the minimums.
Most lists have minimum name requirements for orders -- typically 5,000 names. If you have requested a specific geography, you may not meet that minimum. If possible, we suggest preparing expanded geographic areas that will add names toward your minimums.
Rent or buy?
List rentals are available for one-time use only. Lists cannot be re-used unless you rent the lists for multiple usage.
A sample mailing piece or telemarketing script is required for list rental approval. Please prepare a copy of this to submit along with your order. Similarly, email messages must be approved prior to your order being placed.
Go back to the basics.
With the increase of SPAM filters and lower response rates from email campaigns, it's time to overtake your competitors by rediscovering the value of traditional postal rentals and telemarketing campaigns.
Self-reported phone numbers are a hidden gem.
They have a much higher frequency of executives' direct lines than lists from most compiled sources. Also, direct lines or not, self-reported numbers will be more accurate.
Think publication lists.
The internet provided a field day for data miners, many of whom had no prior experience in the list industry, to collect names and sell the lists to marketers who may not have had much experience themselves. No question, there are good list compilers, but lists originating from controlled circulation publications have far higher accuracy and response rates on average.
Learn about controlled circulation publications.
Executives are often offered free subscriptions to the B2B publication of their choice if they provide personal information, such as name, job title, direct phone number, purchasing authority and more. When you rent a list from a controlled circulation publication, this executive's information is being passed on to you. It is generally more direct and accurate than other sources and is thus an invaluable tool to marketers.
Be aware of job title variances.
Different companies use different job titles for their executives. Certain people at C-level positions don't necessarily have C-level job titles. For instance, CMOs (Chief Marketing Officers) may also be called VPs or Directors of Marketing. A CSO (Chief Security Officer) may also be the CIO (Chief Information Officer). The best solution is simply to request the highest ranking executive in each category when ordering a list.
Don't waste your marketing dollars by reaching the wrong markets.
The best way to avoid reaching the wrong decision-makers in the wrong vertical markets is simply to request specific industries for your direct marketing campaign. As an example, if you target the manufacturing or distribution industries, and not financial services, be sure to exclude the latter or any other industries not appropriate for your products or services.
For a higher response rate, consider a multi-channel approach.
You'll get the best response rates from top executives if you contact them through multiple sources more than once. Use any combination of email, postal and/or telemarketing to drive home your message to your best prospects.
Choose your list wisely.
The quality of email lists vary greatly, so we recommend that you work with list brokers who specialize in your market. Also, continually test lists to determine if you have identified a profitable list source.
Schedule your email campaigns for prime times.
Avoid deploying your email campaigns during holidays, industry trade show events, early Mondays/late Fridays or other times when your recipients may not be at their desk.
Check links and landing pages from your email campaign.
Your list provider can work with you to make sure all your links are working properly. Also be sure that the pages they go to encourage activity and lead your prospects to the next step in becoming a client.
Make sure you have the right targeted mailing list for your direct marketing needs.
There are over 50,000 mailing lists, email lists and telemarketing lists for sale on the market today.
Most likely, many of these lists would work adequately for your direct marketing campaigns, but choosing the right one can make a difference in your response rate.
Start by working with a professional list broker who can help direct you.
He or she will ask you a lot of questions designed to get you to focus on your specific targeted market and corresponding list needs.
Once you've determined which mailing lists or telemarketing lists would work best, be aware that each list you might be interested in will vary in quantity, price and quality.
We suggest testing at least 5000 contacts from one or more mailing lists before making a larger commitment.
Bone up on mailing list, telemarketing list and email list deliverability guarantees.
Most postal list owners offer a 95% deliverability guarantee. Email list owners guarantee that they will blast the number of names that you rent, and most will send out
"overage" to account for undeliverables. Telemarketing lists generally come without guarantees and will range from 60% to 80% accuracy
due to frequent phone number changes, employee turnover, relocations, etc.
Set aside time for list ordering and delivery.
Postal lists and telemarketing lists generally require between 24 and 72 hours to be processed and shipped. Many list owners also offer
a rush service for a small fee. Leave yourself 3-5 days after ordering a mailing list to allow for changes and any unforeseen issues.
Email lists require slightly more time for URL testing, link verification and scheduling. We suggest that you leave 5-7 business days to assure proper deployment of an email direct marketing campaign.
Keep your telemarketing efforts within reason.
Most telemarketing regulations are intended to protect consumers; there are no laws in regards to business-to business marketing.
However, as a business professional, you have ethical responsibilities not to harass prospects and to respect their wishes if they wish not to be re-contacted.
On the other hand, business is built by selling. Contacting a prospect more than once is a reasonable and acceptable practice via telemarketing,
direct mail or opt-in email. Just keep it in moderation and set policies that will not backfire on your intent to gain new business.
Your prospects will often tell you if you are crossing the line. Listen to them if they do.
More tips to come......