Mailing Lists - Part 5 of 5 - Your own mailing list

The best mailing list available is the list you create from your own customer database. If you are not collecting contact information from your customers, then start doing so immediately, this list can be a gold mine. Why is this list so valuable? Because not only can it help you generate sales, it can also save you money - you get two for one!

Before we get to how your customer database can both make you money and save you money, there are a few basic things that you need to know about compiling and maintaining your own database.

1. Proper format for your list. Mailhouses prefer lists in an excel format, though I do not recommend using the comma delimited option since some names may include a comma. I usually save lists in a tab delimited format. You want to break your name out into several fields:

First Name
Last Name
Suffix (such as Jr. or III)
Full Name (First Name, Last Name and Suffix combined)
Company
Address 1 (Use the complete address, do not break each part into separate fields)
Address 2 (Apartment and Suite numbers)
City
State
Zip

You should also have email information and phone numbers, but for mailing they are not necessary. The rest of the mailing information will be added by the mailhouse when they process the list. You want to have a combined field for the names since it is easier to import, but there are times (such as when you are personalizing a letter) that you will need the names broken out.

2. People Move. Before you send out your mailing, run your list through the National Change of Address (NCOA) database. This not only makes sense because you can find the correct addresses of customers without wasting printing and mailing costs on them, but it is also being required by the USPS - even for bulk mail. Technically, it is already required by the USPS but they are giving customers a grace period. On average, for a list run through the first time, you will have a return between 10% to 15% address that are changed. Any mailhouse that you use can update your list for a nominal fee, even though it is not mandatory right now, you need to take advantage of this service.

3. GIGO - Garbage-in, Garbage-out. Assuming that your customers or potential customers are filling in their mailing information online or by filling out a card there could be some errors made - that's right some people can't even fill out their own addresses correctly. When you run your list through a mailhouse, they will Coding Accuracy Support System (CASS) certify the list to check that all addresses (not names and addresses, just addresses) are viable for mailing. You are notified of any addresses that do not qualify. No more mailing to addresses that don't even exist.

Once you have your list all cleaned up and ready for mailing, be sure to take advantage of a list that only you have. Treat your current customers like gold, send them specials and build brand loyalty. Taking advantage of information no one else possesses is a great way to generate revenue. Now only mailing to your current customers doesn't directly bring in new customers, and you can never have to many new customers, so keep on mailing introductory offers to people you want to reach. But before you mail to a list that you got from a list broker, have them dedupe the list to take out duplicates of your current customers. This is a great way to save money, especially if you are mailing to geographic areas or income groups. You may want your current customers to receive the mailer anyway, but some introductory offers are lower than what your current customers are paying and they may want to know why they didn't get that price.

Instead of buying a list, take advantage of what you already have!

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