Maximize Your Overseas List Dollars
Mailing an international campaign is not an inexpensive proposition, but often your in-the-mail costs are higher than they need be.
One way international direct marketers can reduce their mailing costs and get the maximum benefit from their overseas mailings is by working closely with their list broker. To find out what needs to be done, Target Marketing spoke with veteran international direct marketing consultant and list broker May Katz, president of Direct Media International.
“Reducing your list or mailing costs is not about squeezing the front end,” stresses Katz. “It’s how to get the most bang for your buck.”
Here, Katz shares several ways you and your list broker can help maximize your mailing dollars.
Choose response over costs. Cheaper isn’t necessarily better. List selection, says Katz, is about “which lists get the best response, not which lists you can get at the cheapest cost.” For example, a list that costs $400/M but achieves a 5-percent response is better than a list priced at $100/M that only achieves a 1-percent response rate. Says Katz: “The bottom line is your cost per inquiry, or whatever you use to measure profitability.”
Share your cost to mail or your cost per order, lead or inquiry. This is important if you want your broker to negotiate on list rental cost. Says Katz, “You can’t ask for a reduction in rates if you can’t answer why you need a reduced rate. Your broker needs to build a business case for asking the list owner for a reduced rate.” He or she needs to know what you can afford to pay.
Track exchange balances carefully. Exchanges are not free names. If you also rent your list, the cost is lost list-rental revenue. However, an exchange of names can significantly reduce mailing costs and benefit both list owners, if managed properly.