Lists: Think Long Term for the Holidays
MANY DIRECT MARKETERS count on fourth-quarter sales to put them in the black, and experts agree that at least 40% of their success depends on the mailing lists they choose. Furthermore, there has never been a better time to leverage direct mail as part of an integrated marketing campaign. The current economy has led many mailers to cut back on marketing budgets, resulting in less competition and less mailbox clutter. Companies that maintain or increase their direct mail activity this holiday season are more likely to come out on top with established loyalty and sustainable growth when things turn around. History does repeat itself, and the U.S. economy will eventually recover.
Until that time, continue to focus on the lifetime value (LTV) of acquiring a new customer and not solely on recessionary buyer behavior. The LTV of a new customer represents the net present value (NPV) of all future profits, including list rental income from an average customer and net of the initial acquisition cost. Ask a list broker or list manager to provide you with RFM data from a list profile and you can see that the total purchase amount per customer can be 10+ times greater than the last purchase amount. Think long-term and you are more likely to make better decisions this holiday season.
The sample of list titles below have minimum universes of 1 million names, exceptional data card quality scores, and high list popularity indexes with holiday relevance or added insight (e.g., frequency distributions for a better understanding of LTV potential) on the data card.
Bass Pro Shops Catalog Buyers
Universe: 1,074,498
Price: $95/M
List Popularity Index: 100
Data Card Quality: 100
Contact: Chilcutt Direct Marketing,Jane McCoy, [email protected], (405) 478-7245
E-Append’s Targeted Consumer Opt-in Email Database
Universe: 5,808,647
Price: $70/M
List Popularity Index: 77
Data Card Quality: 100
Added Insight: List profile, frequency distributions, and counts on 55 selections
Contact: Anchor Computer, Don Monell, [email protected], (800) 452-2357, x361
Plow & Hearth
Universe: 1,032,668
Price: $100/M
List Popularity Index: 100
Data Card Quality: 100
Contact: Direct Media|Millard, Nicole Wheeler, [email protected], (603) 924-9262, x2218
Potpourri Group Inc. Enhanced Masterfile
Universe: 2,409,981
Price: $100/M
List Popularity Index: 93
Data Card Quality: 100
Added Insight: List profile, frequency distributions, and counts on nine selections
Contact: ALEXA Marketing, Marlies Duke, [email protected], (518) 810-0230, x321
Purchase Predictor Holiday/Christmas Product Buyers
Universe: 1,967,324
Price: $100/M
List Popularity Index: 93
Data Card Quality: 99
Contact: TMA List Management, Colleen Scherer, [email protected], (703) 547-4953
Victoria’s Secret Direct Enhanced Masterfile
Universe: 6,652,200
Price: $115/M
List Popularity Index: 98
Data Card Quality: 100
Contact: Specialists Marketing Services, Sahar Waris, [email protected], (201) 865-5800
Data cards for these are publicly available at http://lists.nextmark.com.
