A “vacant” address does not always mean no one is doing business there. Many factors come into play with the U.S. Postal Service’s vacant designation, so mailing to addresses on that list can be beneficial in business-to-business mailings.
Every single direct marketer should be testing a zip model, either for selection or suppression, to increase performance of their prospecting. Research done by Lenser showed that the 80/20 rule can run as high as 80/30 with the right zip model.
Let’s face it
You should have a different prospect catalog that is different from the one you send to your customers
E-mail deliverability is no mystery, and it’s totally understandable and manageable with the tools and data that a smart bounce management system can provide.
When postal rates go up, catalogers sometimes investigate alternative delivery methods to get their offer in front of customers at a lower cost. But proceed with caution on non postal catalog delivery.
How many of your Internet leads have turned into duds? Direct seller Endless Pools had this problem before its marketing team began modeling every requestor before making a decision to mail.
With sponsored keywords and natural search playing a large role in Web sales, you need to include channel of origin when talking about your customer’s recency, frequency, and monetary value. So if you’re looking to cut back on your circulation, you may want to suppress these less-loyal customers.
How close to your mail date do you run your lists against the U.S. Postal Service’s National Change of Address (NCOA) file? You may want to wait even longer. Find out why Jim Leone thinks procrastination is key to a better mailing.
The recent Do-Not-Mail bills attempting to thwart businesses and direct mailers from reaching out to potential customers is the main reason why targeted lists are so vital in the fight to cut out what consumers call “junk mail.”