When, Why, and How to Use Mailing Lists

Mailing lists may be the cause of more heartbreaks than anyother single factor in mail order. A poorly chosen list, a weakmailing and the high cost of mailing to a list can tax theoptimism of a new dealer very, very quickly. Arm yourself withknowledge before embarking on a course like this!

Whether you should use a mailing list to sell your productdepends on several things:

Is it too complex an offering to be explained in a 30 word ad?

Can you afford to mail 200 to 1,000 pieces on the chance thatyou won't get a single order?

Can you make a profit selling your product to only two to twentypeople in a 1,000 piece mailing?

Will a re-order of your product be required, and can you makeyour re-orders pay for the losses you will likely get frommailing to a list?

Do you know enough to choose the right list for your offering?

It takes either great faith in your offering or great stupidityto mail with a list. Most list companies today, specialize in"opportunity seekers" - people generally quite new to mail orderwho are either looking for a product to sell or an offer thatwill get them rich in a hurry.

Most of these "opportunity seekers" are engaged in chain lettertype schemes at some point, and they use mailing lists to make gains in their plans. Most of them lose money, but enoughpeople will try it once to make money, and these pie-in-the-skydreamers are the bread and butter for a lot of mailing listcompanies. Unless you have a truly superior offering for theseopportunity seekers, and you probably don't, they are not worthyour time and money. Most of them are unsophisticated dabblers.

Multi-level lists, offered by many companies, are truly aninteresting way to test response to an MLM offer. Many MLMpeople like to write back - in their own handwriting - abouttheir successes and failures, and they will always respond to asuperior product.

Specialized product-buyers' lists can pull beautifully if theoffering is unique enough, and worth a try for merchandisemarketing.

Regardless of what kind of mailing list you use, be very carefulin choosing a good list. Many are sold and resold to peoplemaking the very same offering, which is a waste of everyone'smoney. "Free" mailing lists are usually as good as their priceindicates. Check the guarantees. Common sense will tell youwhich are good for you and which are good for the companyselling the lists. And check to see how the lists are compiled.Are they people who have already bought something by mail, orare they merely people who indicated they might want to buysomething by mail?

In conclusion, we recommend that you never start any campaignwith a mailing list when advertising is so much cheaper. Whileit may prove to be more profitable than advertising, keep thisrule in mind:

When you're ready to try a mailing list, be fully prepared tolose every penny you spend in buying and mailing that list,because it could happen.

Note to editors:
To show my appreciation to the editors that use my articles, I offer a free solo ad. Simply send an email to me by using the form on the contact me page on my website to tell me the url the article was used on or send me a copy of the ezine it was used in.

Copyright 2004 by DeAnna Spencer
This article may be redistributed freely on the Internet as long as the resource box remains intact.

Resource box:
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
DeAnna is the publisher of the ezine, Prospecting and Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

In The News:

pen paper and inkwell


cat break through


Ten Easy Marketing Tasks You Can Do NOW

Who says scientists can't market? Here are 10 easy marketing... Read More

Marketing is More Than Advertising

Marketing is a business process about which much is written,... Read More

Make Out Marketing

What is the single biggest fear of teenagers, business owners... Read More

The Easiest Small Business Direct Marketing Tip You?ll Ever Get

This really and truly is the easiest (and most profitable)... Read More

Ten Ways to Market Your Business by Doing What You Love To Do

Most business owners get so involved in the work of... Read More

Choosing Networking Functions

Time is a concern for all of us. We only... Read More

Small Business Marketing Tip - Get Attention and Be Remembered

We live in a world of noise ? not just... Read More

Promotional Mugs: Become a Part of the Legendary Coffee Experience

When you want someone to like you, associate yourself with... Read More

Keeping Marketing Simple / Ten Simple Steps

1. Business CardsIt is very important to market yourself via... Read More

Dont Advertise Your Business - Market It!

Too many business owners believe that marketing their business means... Read More

Customers Are Like Vampires

No, customers aren't bloodsuckers (well, maybe a few are!) and... Read More

Target Your Share of the 50-Plus Market

It's quite apparent that Americans are living... Read More

8 Proven Ways to Get Referrals

Do you find it hard to ask for referrals? I... Read More

Marketing Copy - Brand Identity Guru

Tips on writing great copy for your marketing efforts.It's just... Read More

Four Super-Deadly Marketing Sins - And How To Fix Them

It seems nowadays every marketing guru and their brother-in-law has... Read More

The A-Z of Exhibiting Overseas

Exhibiting overseas is one of the fastest and most cost... Read More

The Illusion of Print Mail Services

If ever there was a lazy way to easy profits... Read More

6 Things I Know About Postcards That You Don?t

In my plethora of experience tucked away between these ears,... Read More

Referrals . . .The Secret Weapon

Are you getting referrals from you customers? If not, you... Read More

Successful Non-for-Profit Fundraising Letters Share Eight Qualities

You'll be encouraged to know that the art of writing... Read More

If You Can?t Answer This Question Your Business is Doomed!

How do you answer the seemingly easy question, "What do... Read More

Hispanic Market Reality and Purchasing Power

How many Hispanic people live in the US currently. Well... Read More

Whats Your Marketing Weak Link?

Your marketing weak link could be undermining the rest of... Read More

5 Tips for Getting the Most out of Exhibiting at Trade Shows

Exhibiting at trade shows can be a cost-effective way to... Read More

Incentives For Customers? Whats New?

Lost & Found for the 21st CenturyHere in the 21st... Read More

Marketing Yourself and Your Business to Thriving!

We all watch the commercials on TV. We hear them... Read More

Top 7 Tips for New Businesses

The marketing decisions you make for your new business are... Read More

Out of Sight, But Not Out of Mind

What's black and white and read all over? A newsletter... Read More

Embracing The Future - Marketing Yourself, Your Business And Your

IntroductionMany businesses and organisations have a perception that marketing means... Read More

Tricks of the Trade: Design your Booth for Maximum Impact

The fight for your customer's attention at a tradeshow has... Read More

How To Recognize Your Niche Marketing Agenda

Starting a business, whether it's retail products or services, must... Read More

Pricing Strategies in Marketing

Price is an often overlooked marketing strategy, as many tend... Read More

Catalogs are Selling Machines

If you've got a mailbox, you're no doubt aware of... Read More