Join Trish Witkowski for an in-depth discussion in this video List sources, part of Learning Direct Mail Strategy.
…In this video, we're going to look closely at…the mailing list and where it comes from.…I'll give you a hint, it won't be coming from a stork.…Sorry, just having some fun with imagery here.…But what we're really going to do is to learn how to work with the list you have.…We're going to figure out where to go to get a new one.…We're going to learn about the people you might work with along…the way, and the questions you should ask before you buy.…First up is the house list. It's very common for companies to build…on their own mailing lists over the years.…Makes sense, because you have customers that you need…to keep track of them, and market to them.…
You may also put together a list of prospects to market to,…which includes people who have inquired or leads you've gathered at trade shows.…One thing to note is that you should…always be working to enhance your house list.…Adding depth to your customer database can help you…move into more sophisticated forms of marketing in the future.…Like targeted marketing with personalization.…
- 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
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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