By Lanee’ Blunt
Direct marketing works if it is done the right way. It is effective if you research your target demographic. There are companies that you can hire to conduct a market research for you, or companies that offer paid memberships that give you access to market research. It is important that you know your market because you can have the best direct mail package, or email campaign and if your mailing list is wrong you won’t profit from the campaign.
A house list is a mailing list that is made up of customers and prospects. It is very important for you to keep accurate records of customers, prospects, and referrals that you have received. One of the best lists available to you will be your house list which is a list of customers and people that have already responded to your ads and have bought from you in the past. They may still be interested in your product or service. A response rate is higher when you call the prospects on your house list. They are already familiar with your business and they may be members of your newsletter or maybe you have met them networking or at trade shows.
You can purchase a mailing list from a list broker or media company to use for a specified length of time, or for a certain number of communications. Before you order your mailing list you should be clear of who are your best customers and clone them.
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