From Postage to Printing Nine Tips For Getting the Biggest Ban
Had the direct mail manager been on the ball, an nth-name tape dump would have been ordered, so a portion of the list could have been eyeballed in hard copy.
Here is another reason to eyeball a sampling of the names you rent: Let's say you have an offer for a woman. Is her title Ms.? And if so, is her name on a list where every title is Mr.?
3. Demand List Hygiene
U.S. Postal Service (USPS) statistics show that a consumer list goes out of date at the rate of 2 percent a month or 25 percent a year. So, if you use a list that hasn't been updated for a year, you will waste 25 out of every 100 pieces you mail.
Put another way, instead of costing you $500/M, the actual cost of deliverable mail is $625/M. If the list performs well, you can shrug it off. If the list is marginal, you've blown a bunch of money.
By the way, double those poor percentages if you are using business-to-business lists—they go out of date at the rate of 1 percent a week.
4. consider Net-Name Arrangements
When sending out a mailing to analogous lists (e.g., craft magazines, classic car aficionados, fashion-conscious women), chances are many duplications will occur. You might be able to spend 50 cents on a prospect, but what happens to your arithmetic when you're spending $1, $1.50 or $2 on a person who happens to be on four of the 10 lists you are mailing?
When ordering lists, be sure your broker tries to cut a net-name deal with every list owner, so you pay for each name only once. Furthermore, be sure the list owner has guaranteed the list has been NCOA'd (run through the National Change of Address system). But even this, unfortunately, isn't foolproof. For example, you could be told the list was NCOA'd, when in fact it was performed more than a year ago.