Starting to collect proper information to create a mailing list
is not difficult, once you know how to proceed. In this report, uses
for mailing lists are briefly described. The first steps in identifying
the names that might be included on your mailing list are also outlined.
Finally, the important concept of a database is introduced.
WAYS TO USE A MAILING LIST
Mailing lists are a versatile tool that your business or organization
can use to help achieve many administrative and marketing objectives.
- In Daily Administration: For-profit and nonprofit organizations
alike use mailing lists constantly in their day-to-day operation.
Well-maintained mailing lists are required to efficiently carry out
important activities such as:
- updating employee phone lists.
- sending company newsletters and special notices to employees.
- compiling membership directories.
- sending out newsletters to organization members.
- determining school bus routes.
- tracking and evaluating suppliers.
- monitoring contract commitments and schedules.
- alerting customers about warranty dates.
- In Marketing: But it is in the marketing area that mailing lists
can really make a contribution to the "bottom line." Much of the information
in this report can be used for all list needs. Selling through the
mail via a catalog is one basic example of a marketing application
where a mailing list plays a very important role. The list is the
source of names to which the catalog is mailed. Today, organizations
of any size can benefit from using a mailing list in marketing functions.
Here are some other marketing uses for which a mailing list is a
critical ingredient:
- Soliciting orders without incurring the expense of a direct sales
call. (This can be particularly efficient for smaller accounts
where the amount of the order does not justify the high cost of
a personal sales call.)
- Generating and/or qualifying leads for your sales staff or for
another direct mail effort. Using direct mail to qualify leads
is another way to save on direct sales costs.
- Providing background information about your product or services.
This type of effort can be used to generate leads, which are then
followed up with personal or telephone sales calls.
- Reminding patients of the need for periodic checkup appointments.
- Conducting a fundraising campaign.
- Increasing the membershp of your organization.
- Extending invitations to attend a public meeting, a seminar, or
a special event.
- Following up on contacts made in personal appearances (at a trade
show or seminar, for example).
- Announcing changes in company personnel, product line, pricing
structure or location.
- Obtaining referrals from current customers or members.
- Reviving inactive accounts.
- Building good will with customers or members.
You will find that the administrative and marketing uses for mailing
lists are almost endless. How many of the ones we've described above
would benefit your business or organization?
In the next section, we will define the different types of lists
you can develop.
TYPES OF LISTS
From a business or organizational point of view, everyone is not
equal. Just as a bird in the hand is worth two in the bush, existing
customers are worth more than potential customers. The same principle
aplies to mailing lists. They can be divided into four types, according
to the value of the names they contain:
- Current Customer: Your list of current customers contains your
most valuable names. They have already bought your products or used
your services. They are the people or companies most likely to respond
again to your future offers.
In this booklet we refer to these names as "customers." However,
depending on your type of business or organization, the term "customer"
can also include a whole range of people (or organizaitons) such as:
- clients of professional service firms.
- donors who contribute time, money or goods to fundraising campaigns.
- investors in a business or stock issue.
- patients of health care practices.
- policyholders in an insurance agency.
- members of an association, religious or cultural institution,
or club.
- subscribers to a magazine or newsletter.
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