List leaders discuss today's Challenging market (2,023 words)
Moriarty: Some of the not-so-obvious categories that may not get adequate coverage on datacards are those of buying authority. Many mailers focus primarily on the title or job function of an individual as the determining factor of whether or not one will buy their product. In small- to medium-sized companies, however, there are certain professionals who wear several hats. If you have an human resources-related software offer that you would like to mail into a small- to medium- sized business, you may have difficulty finding someone with an HR title. If you can find a list category of buying authority, you may be able to find someone who is responsible for purchasing HR/Personnel software within a company—and has the title/job function of corporate manager.
TM: Are there any new enhancements, models, or other tools mailers should consider using?
DiSciullo: We enhance all lists—business and consumer—which come under our management to determine what, if any, segments of the files are worth targeting. Lists need to be large enough to sustain this type of segmentation. Custom modeling to determine responsive sub-sets is more practical than it once was. Improvements in technology and software have cut down time frames and improved analytical quality.
Montana: More and more, we are seeing our list owners follow through on our recommendation to add demographic, lifestyle and product selects to their list rental files. These recommendations are based on the feedback we are getting from brokers in response to our sales calls. Although enhancing your list is not perfect for everyone, it is a proven technique that increases rental usage from non-traditional mailers. It allows more traditional mailers, who have not had luck with your list before, better target their audience.
Moriarty: Regarding e-mail marketing, there is a void in the marketplace now for a true merge-purge solution. I recommend that mailers request their e-mail housefile be suppressed from the lists they are ordering externally, as anything they can do to eliminate duplicate e-mail addresses will save them money—as well as not offend individuals who may opt-out from receiving messages in the future due to duplicate messages hitting them on a daily basis.