Selecting the Best Lists
- By Nancy
Grohol, Lyons Direct Communications
How much thought do
you put into the lists you use for your direct mail campaign?
Lists account for 60% of your mailing’s success thus they are
the most critical element of campaign—more important than your
offer, the creative/copy, and timing. Some examples of lists and
their effectiveness include:
House Lists:
These are names you generate internally. Your donor list is your
most valuable list— these folks are very familiar with the good
work your organization does and have already given you a gift in
the past. Even lapsed donors are more likely to give to your
organization than a qualified name on a prospect list. Other
house lists include prospects generated from your organization’s
special events, inquiries, visitor books, or former
clients—these folks have shown some interest in you and should
be included in your campaign.
Compiled Lists:
These are names are generated from a common source - such as a
phone book or census data. While these lists are the least
expensive, they tend to have lowest response rate. This low
response rate is a direct result from the lack of experience
these individuals have with responding to direct mail.
Mail Order Buyer
Lists:
These are names of people who have responded to direct mail in
the past. You can custom order lists tailored to a specific
interest. Since these folks have already demonstrated a tendency
to respond to direct mail, these lists get better returns than
compiled lists but usually cost more to get.
Publication
Lists:
These are names of people who subscribe to magazines. Again, you
can purchase lists from special interest magazines related to
your organization’s mission. Although response will be better
for these lists than compiled lists, mail order buyer lists may
be stronger because those names have taken some action in
response to a solicitation.
Donor Lists:
These are names of people that have supported organizations
through direct mail with a similar mission to yours. These lists
may have the best response rate of any the other lists, except
for your house lists.
It is also
important when purchasing lists to request lists that have been
recently updated. This will provide you with more accurate
addresses. In addition, make selections based on variables
offered, ie: income, this will provide better targeting and
better results.
Lists are so
important to your campaign and your ROI—don’t leave it to
chance. If you need help compiling, buying, or segmenting lists,
give us a call at Lyons Direct.
