Why am I talking about email marketing in a blog about resident lists? Because it is becoming more and more relevant as marketers move to embrace integrated or multi-channel marketing. This new marketing revolution allows marketers to reach their target audience through a variety of channels, each of which supports the other. The various channels available could include direct mail, email marketing, paid Internet marketing , and social media networks like Facebook or LinkedIn.
I am watching this new revolution unfold for one of our clients who mails a coupon publication monthly using the resident list. For several months now they have been mailing as usual, but supplementing their direct mail with two email marketing campaigns during the month. The email campaigns target demographically appropriate prospects within the zip codes that encompass their advertiser’s businesses. So far, the results are meeting their expectations as they watch traffic on their web site jump substantially following each email broadcast. Once on the web site visitors are able to download coupons that are available through the printed publication as well. Integrating these two channels, direct mail and email, is allowing this client to broaden their reach and response and improve resulting coupon redemptions at their advertiser’s businesses.
Take a look at resident list counts by zip code and carrier route by downloading free count reports.
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October 16, 2009
October 9, 2009
Make the Most of the Holiday Season
Halloween is right around the corner and Thanksgiving and Christmas will be here before we know it. For many marketers the holiday season represents a unique business opportunity because many consumers open their wallets at this time of the year and up their spending. For most retailers the holidays and the 4th quarter represent their highest quarter for sales and profits. For non-profits this time of the year is also the time when they receive their highest level of donations as many find themselves feeling generous to those who have needs (and many also time their donations at year end to maximize their tax deductions). Churches, too, find that this is the time of year when people are moved to attend religious services. Home improvement, painting, and interior design businesses thrive at this time as the holiday hostess and host want to spruce their home up so that it looks its best for holiday guests and visitors.
What does all this have to do with the resident list? Well, many of the successful businesses and organizations noted above—retailers, non-profits, churches, and home improvement services—promote their businesses and causes using direct mail marketing. In addition, many use the resident list as their list of choice to reach their target audience—in the right neighborhood, around their store or church location, and reaching those with the right demographics. I hope that you already have your holiday direct mail campaigns planned and organized. If not, there is still time to make this most of this special time of the year. But, don’t wait, get started now!
Take a look at resident list counts by zip code and carrier route by downloading free count reports.
Sign up for a free e-newsletter that provides mailing list tidbits.
What does all this have to do with the resident list? Well, many of the successful businesses and organizations noted above—retailers, non-profits, churches, and home improvement services—promote their businesses and causes using direct mail marketing. In addition, many use the resident list as their list of choice to reach their target audience—in the right neighborhood, around their store or church location, and reaching those with the right demographics. I hope that you already have your holiday direct mail campaigns planned and organized. If not, there is still time to make this most of this special time of the year. But, don’t wait, get started now!
Take a look at resident list counts by zip code and carrier route by downloading free count reports.
Sign up for a free e-newsletter that provides mailing list tidbits.
October 2, 2009
Can the Resident List Work for Non-Profits?
Conventional direct marketing wisdom would say “No, the resident list will not work for non-profits.” Conventional direct marketing wisdom dictates that when mailing to acquire new donors one would rent a list(s) of names of individuals who are known donors and often donors to a similar non-profit cause.
However, I have seen a number of significant non-profit organizations use the resident list very successfully to generate new donors. Their acquisition mailings were holiday appeals and the mailing package was very simple and low cost. They used the resident plus list that contains names on approximately 80% of the records so there is an element of personalization on the majority of the pieces. In addition, the resident list was selected using an income demographic so that the appeal mailing was directed only to higher income carrier routes. Potential donors in high income routes logically have more discretionary income available to donate to a non-profit.
I think their secret to success is a combination of factors that converge to create a very low cost in the mail. First, the resident list is a very low cost list relative to a named known donor list—probably 1/10 the cost. Second, using the resident list allows for the lowest postage rate possible, ECR WSS. Finally, the package mailed is simple and low cost. When the appeal is over and the donations are all in, the $ donated per $ spent ratio is high enough to make the campaign successful based on the usual non-profit financial ratios that benchmark success.
Consider using the resident plus list for your next appeal mailing.
Take a look at resident list counts by zip code and carrier route by downloading free count reports.
Sign up for a free e-newsletter that provides mailing list tidbits.
However, I have seen a number of significant non-profit organizations use the resident list very successfully to generate new donors. Their acquisition mailings were holiday appeals and the mailing package was very simple and low cost. They used the resident plus list that contains names on approximately 80% of the records so there is an element of personalization on the majority of the pieces. In addition, the resident list was selected using an income demographic so that the appeal mailing was directed only to higher income carrier routes. Potential donors in high income routes logically have more discretionary income available to donate to a non-profit.
I think their secret to success is a combination of factors that converge to create a very low cost in the mail. First, the resident list is a very low cost list relative to a named known donor list—probably 1/10 the cost. Second, using the resident list allows for the lowest postage rate possible, ECR WSS. Finally, the package mailed is simple and low cost. When the appeal is over and the donations are all in, the $ donated per $ spent ratio is high enough to make the campaign successful based on the usual non-profit financial ratios that benchmark success.
Consider using the resident plus list for your next appeal mailing.
Take a look at resident list counts by zip code and carrier route by downloading free count reports.
Sign up for a free e-newsletter that provides mailing list tidbits.
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