Ways to Save on Lists (807 words)
• On the consumer side, use a modeling system to reduce the amount of wasted list rental names and prospect mailings going out, Burnett says.
Consider a mailing campaign costing $400 to $500/M to get in the mail, says Michael Morreale, senior vice president at First Data Solutions/Donnelley Marketing. "The bulk of that cost is postage, paper and printing. Lists are only 10 to15 percent of that." So how do you decrease the total amount?
Through better targeting of your audience, Morreale says. To that end, he says that benefits of modeling are now available to more mailers through pre-modeled databases like the Buyer Behavior Index of 100 million names offered by First Data. "This takes away the cost of a custom model," he explains.
• Do away with wasted mail. "Not the kind that's fixed by merge/purge and NCOA, although that's important, too," says Morreale. "I'm talking about when you mail to someone over 65 years of age for an offer targeting women ages 18 to 34. That cost is not factored in anywhere."
• Use the best list you can afford, says Cindy Dunhill, vice president of Dunhill International List Co. That means in every sense of the word: the best quality names and the cleanest list, as well as one that's been Carrier-Route Sorted, CASS-certified and run against the MPS (Mail Preference Service ) file.
Another interesting point: When you're doing merge/purge, be sure that all suppresses are done first so the merge is completed on the proper net. This will reduce your cost, says Sheldon Zaslansky, president of Walter Karl, a division of InfoUSA.
• Negotiate with your suppliers. Dunhill says it often pays to ask for volume discounts, net-names arrangements and second-use/re-use discounts. Even incremental savings can add up over time, she notes.