Direct Selling: Get More Bang for Your Buck
Another approach, however, is to allow all prospect lists to rank the same in the merge/purge, a concept known as going “random in the merge.” Allowing all outside lists to go random in the merge gives each list the opportunity to “keep” the better multilist names. In this way, the post analysis can provide an apples-to-apples comparison of list performance. Unless you are a large mailer, you’re probably not yet in the position of finding purely incremental names. For your business, finding new list opportunities still is critical to growth, and allowing lists to go random in the merge gives the greatest opportunity for finding new lists that work for your offer.
5. Make multis a part of your mail plan.
Multis, or multilist prospects or multibuyers, are names that show up on more than one outside list. If, for example, John Doe’s records showed up on four outside lists that you rented for a given mailing and he wasn’t already on your customer file, he would be referred to as a “four-time multi.” These multibuyers generally are strong-responding, highly-qualified prospects—in other words, the best possible prospects you can get.
Many mailers deal with these records as an afterthought, if they deal with them at all. But to get the most of your prospect lists, make multis a part of the mail plan by evaluating past merge/purge results and estimating how many multis you will have available after processing. Include these names in earlier and later drops than your main prospecting drop. The key is that when you plan to include them, they can make a significant impact on sales and new customer acquisition, and may even outperform older house segments.
Five Bonus Tips
Here are five more quick tips to help you get more out of your merge/purge processing: