I Want to Help You Make 2020 Your Best Year Ever

By the time you read this, you are probably already deep into your 1st quarter 2020 promotions. I hope everything is wonderful for you.

As you look ahead to your business for the rest of 2020, please take an honest look at your marketing strategy.

Yes, you WILL make 2020 your best year ever. However…

• It won’t happen even if you have the best product
• It won’t happen even if you insist your “brand” promises value, service and expertise
• It won’t happen even if you have super-human salespeople
• It won’t happen even if you’ve invested in some high-tech “thing” that’s supposed to revolutionize your industry
• It won’t happen even if you have a positive attitude and reject all the “negativity” I am throwing you right now

And anyone who tells you otherwise is misled, misinformed or lying to you.

There is only ONE WAY to make 2020 your best year ever. You absolutely must develop an affordable and reliable way to attract qualified leads to your business and convert them into buyers.

Everything else your marketing people, brand gurus, freelancers or staff have you doing to boost your “value proposition” are the mythical equivalent of lemmings mindlessly marching you off a cliff.

Somebody has to tell you the truth.

We want you to be able to judge the success of your marketing by the MONEY it generates for you and the ROI you can easily figure out – instead of wasting time trying to establish the value of “image”.

THE “3 W’s” OF MARKETING

WHO – Identify exactly WHO wants what you are selling. These are the prospects who are most likely to respond to you. You need to select high-probability targets and forget everyone else.

WHAT – The message you develop to attract your prospects must be irresistible to them. Nothing else matters. Think about the drug addict who dares rob a convenience store to get cash to buy his addiction from a stranger in a dark alley. He’s not worried about brand. He wants what he wants, and he’ll do anything to get it. If people act that way for something negative like a drug addiction, just think how powerful your irresistible message can be for the positive thing you offer.

WHERE – This is last for a reason. And it’s the biggest mistake ALL advertisers make: they choose their media first. (“Let’s do some TV; let’s do some print ads”, etc.) Only after you’ve chosen the WHO and the WHAT are you qualified enough to consider the most appropriate media to deliver your message to your market.

Do you really think throwing money at Google, Facebook, outdoor ads, direct mail, public relations, email marketing, TV and radio or brand image ads is really going to help you?

Your agency will certainly make money off of that plan.

Your new marketing will have you making offers, giving reasons to respond now, providing clear instructions in how to respond, tracking where your results are coming from, following up the unconverted leads and judging everything by RESULTS.

Here’s how to do it. Survey your existing customers. Ask them the questions that describe their needs for the products or services you provide. Find out their demographics and their psychographics (lifestyles). Determine who they are…where they are and will they take advantage of your special offer NOW.

Once you have pinned down these answers, tell us and we’ll narrow down your search to exactly this audience. We’ll tell you how many prospects are out there and how much it costs to get their names, addresses, telephones, etc.

You’ll SAVE lots of marketing dollars and maximize your leads and sales. It’s a no-lose proposition.

It’s important to know that direct mail is singularly the only media that can tell your story to a highly targeted audience. None of the other advertising media can match the performance of direct mail.

By now, you know that our business is both business and consumer mailing and email lists. We’ve been doing it for over 80 years. Sure, we also provide printing and mailing services plus email transmission.

And, we’re talking about international mailing lists also.

Let us be part of your marketing program. Talk to our experts as you move into the future and look back at 2020, you’ll say, “Wow, that was the best year ever.”

Candy Dunhill, Vice-President
Phone: (561) 910-6424
Email: candy@dunhillintl.com

How to Identify Your Prospects

It’s not easy. In fact, it’s darn hard. It takes lots of time and thought and the results can be misleading and far from what you would have envisioned.

Here are some general hints to help non-professional marketers pin down their best prospects. Whether or not you use direct mail, email, telephones or any other media channel, you must decide the relative importance of the criteria that is available.

The current term used for a wide conglomeration of information is called Big Data. It refers to a collection of information that been gathered about people or businesses. The data is either self-reported through surveys by direct mail or on the internet… or by appended information from existing databases (real estate records, auto registrations, voter information, census data, boat or aircraft registrations, telephone books, directories, membership rosters, state or federal occupation files, city, county, and federal tax info, etc. etc.).

Add to this the thousands of Internet sites that record lifestyle or hobby interests. These lists alone total many tens of millions of records in hundreds of categories of products and services.

Now, here’s the first step. Reduce your requirements to those that are really more relevant. Select those prospects in an age bracket (assuming you have researched your client list) or in lieu of a client file, a category of income and age that will be a major step in reducing your target market.

If you are selling an item for the single-family home, then omit all multiple dwelling addresses. The same simple demographics apply to ethnic origin, male vs. female, children in family, mortgage information, geography, etc.

Then select the type of lifestyle that relates to your business. There are 200 choices including book or magazine readership, hobbies and crafts, financial and investment data, travel, health, self-improvement, sports, life event data, senior adult interests, ailment information, autos and vessel info, medical professionals, licensed professionals, business and industry data, energy and utility usage, response data (subscribers, donors, shoppers), plus new hotline records (movers, businesses, homeowners, births, newlyweds, etc.).

Let’s assume that you will reach your prospects by email and perhaps, direct mail. Therefore, choose only those records that contain both addresses.

So, make a choice of all the data that’s available to you. Find out the quantity of records that meet your requirements. Decide if you want to send email announcements, product descriptions, money saving coupons, etc. etc.

We’ll work with you to really pinpoint your very best customers and provide you with a file that’s been handpicked for your exclusive use.

Please email us at dunhill@dunhillintl.com, or call us at 1-800-DUNHILL (386-4455) today for your personalized quotation.

Sincerely,
Robert Dunhill, President

Takeaways from the ANA | DMA Response Rate Report, 2018

Direct Mail is an important element of your Advertising Mix. Check out these statistics from the ANA|DMA 2018 Response Rate Report.

  1. Direct mail response rate to house files is 9% This is nearly double the previous direct mail response rate of 5.1%. *
  2. Direct mail median cost-per-acquisition to house files is $43.90. *
  3. At 59%, oversized envelopes have the greatest return on investment to house files over other mediums (followed by postcards at 34% and letter-sized envelopes at 48%). *
  4. The top response rate tracking methods are online tracking such as PURLs (53%), code or coupon (45%), and call center or telephone (41%). *

The Bottom Line – Direct mail is important in your advertising mix. Reaching your target audience via several mediums is important as they will become conscious of your business when they see your message in several places.

Call us 1-800-DUNHILL (386-4455) for a free consultation on direct mail marketing for your business.

*(Source: ANA | DMA Response Rate Report, 2018)

 

How to Choose the Right Mailing List

You send out a direct mail campaign to your existing clients and the response is overwhelming. So, to capitalize on this success you want to send the same campaign to a prospect list. How do you find the right list?

It’s an axiom of the direct mail industry that the biggest factor in the success of a direct mail campaign is the list. Some say using the right list will account for as much as 80% of the success of any mailing. So, doing your homework is the logical first step in planning your direct mail campaign.

Ask yourself what are the characteristics of your clients who responded to the campaign?

For consumer marketing:

  1. What is their gender?
  2. What is their age?
  3. What is their average income?
  4. What problem does your product or service solve?
  5. What lifestyles are you searching for?

For business marketing:

  1. What is their job function?
  2. What is the business’s size?
  3. What is the business’s sales volume?
  4. In what industries are these businesses?

The answers to these questions (and more) will help you target the exact prospects for your product or service.

The next step is to find the best list that has these prospects. This is where the expertise of your direct mail list broker comes into play. A good list broker will ask you many questions including the ones above in order to help you pinpoint the exact target market you should be reaching. They will use your answers to research lists and advise you of which lists will perform the best for you. All of this at no cost to you.

Many attributes of a list help determine which lists will work. A list broker will take these into consideration:

  1. Where do the names on the list come from? What sources are being used to create the list?
  2. How often is the list updated?
  3. Are new names being added on an ongoing basis, and if so, can names be selected by recency?
  4. What demographic selections are available?
  5. What other mailers have used the list recently? And what kinds of offers were they making?
  6. What are the terms for one-time and multiple use?
  7. Are net-name arrangements available and what are they?

Dunhill International List Company’s account executives have an average 35 years of direct mail list expertise. Call our account executives at 1-800-DUNHILL (386-4455) today for expert advice on choosing your next direct marketing postal or email list.

Mailing List Checklist

When preparing to send out a direct mail piece, there are 6 simple steps you should take to insure your mailing list is ready for your marketing campaign.

Not only do you want the mailing to get out on time, you will also want to be sure you will get the best return on investment. This includes making sure the list you are using is up to date and meets with the USPS rules for bulk mail.

When you rent your list from a reputable list broker, they should prepare the list to comply with the USPS rules, but it is always good to ask your list broker to verify when the list was last NCOA’d, etc. Here is a checklist to help make sure your list will be ready for your mail piece.

  • Is the list targeted to the right audience? When renting a list, be sure target prospects are similar to your best customers
  • Is the list current? When was the list last updated?
    • Was it run through NCOA (National Change of Address)?
    • Was it passed through the DMA’s “do not mail file”?
    • Was it purged of deceased persons?
  • Does it need to be checked for duplicates? Do you want to reach only one person in a household/address?
  • Would adding “Or Current Resident” make sense for this mailing?
  • Would the mail piece benefit from Personalization?
    • If personalizing, is the list Capitalized properly?
    • What about initials as First names (e.g. H. Ross Perot).
    • Would a reference to their COMPANY, LOCATION (CITY/STATE) grab more attention?
  • What about empty fields? Choose a default name (e.g. Guest, Friend)

Dunhill International List Company is celebrating it’s 80th anniversary in the list industry. The company currently provides over 30,000 constantly updated mailing, email and telemarketing list categories. Our account executives offer essential sales guidance for consumer and business to business direct marketers. Call 1-800-DUNHILL (386-4455) today for your free list consultation.