Join Trish Witkowski for an in-depth discussion in this video List maintenance, part of Learning Direct Mail Strategy.
…Building a great list is half the battle. Maintaining the list is the other half.…Practicing good list hygiene is critical to…keeping your list at or near 100% deliverability.…A properly formatted list also allows you…to qualify for the best mailing rates possible.…And who doesn't want to save money?…Whether your data was compiled in-house or managed by a list acquisition…service, every list must go through…a rigorous list hygiene and standardization process.…The cleansing…of your data ensures that your mail piece gets where it…needs to go and then qualifies for the best postage rates.…
Many print or marketing service providers and mail houses offer help in this area.…They often call it list services, data services, or data hygiene.…Data hygiene or data scrubbing resolves duplicates and near-duplicates.…So what's the difference?…I go by Trish Witkowski but my full name is Patricia Witkowski.…So a true duplicate would be two identical…entries for Trish Witkowski. These are easy to identify and remove.…A near duplicate would be one entry for Trish Witkowski…
Author
Released
2/28/2014- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Duration
Views
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Introduction
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1. The Audience
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The 40/40/20 rule3m 54s
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The marketing strategy5m 53s
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Generational considerations2m 31s
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List sources6m 30s
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List maintenance4m 23s
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2. The Message
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The seven key copy drivers3m 52s
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The offer1m 12s
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The direct mail "package"1m 19s
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The direct mail letter1m 38s
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3. The Format
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Envelope mailers1m 15s
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Folded self-mailers1m 10s
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Bound materials2m 9s
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Transpromo1m 9s
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Newsletters and flyers1m 15s
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4. Engagement
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Sampling and sensory effects1m 57s
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Dimensional and hi-tech mail2m 26s
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5. Leveraging Technology with Mail
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Personalized landing pages2m 38s
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Quick Response (QR) codes2m 17s
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Augmented reality (AR)2m 17s
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Marketing automation1m 43s
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6. The Environmental Argument
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Green mail strategies4m 51s
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7. Testing, Tracking, and Measurement
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Establishing the "control"2m 41s
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Testing techniques4m 4s
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Tracking mechanisms4m 21s
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Measurement formulas9m 48s
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Conclusion
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Next steps1m 36s
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Video: List maintenance