Mailing Lists and Mailing Services

A mailing list is a collection of names with addresses; it is mainly used to send material to multiple recipients, largely for promotional purposes.

Targeting potential customers through mailing lists or mailing services is still an expanding area of service. The advent and penetration of the internet has helped tremendously in increasing its popularity. More and more companies are opting for direct mail in order to communicate to potential customers.

Benefits of mailing services

Specialization of work

• There are companies who specialize in mailing lists. Therefore an organization interested in this form of marketing need not maintain a list of their own.

Targeted segments

• Mailing services have a large number of contacts which they can filter according to the specific need (or niche) of the client.

Low overheads

• Through segmentation exercise only those individuals who fit the consumer profile are targeted in campaigns.

Tips to Choose a Good Mailing Service

How to communicate the message

• Choose the content delivery system according to your requirements and to suit your budget.
• This means if you are sending free samples then opt for posted mail. If there is no tangible product attached then an e-mail list may be a better option although most people are so deluged by email each day sending an actual letter may help you stand out. It is usually worth testing the results of one versus the other.

Advertise as per Market Segment

• Work with the mailing service to understand how they filter their database.
• As a client it would be useful if you can have the consumer profile ready to provide to them. This will help to optimize the segment profiling
• Aim to communicate with your relevant customer.

Placement

• Place the ad where the audience will be attentive. If the product is for office use, you may want to consider sending the mailing shot to office addresses of the prospects.
• If on the other hand the campaign is for a lingerie line, it would be better to send the brochure to consumers' homes, even though their office addresses might be available.

When selecting the mailing service through which you plan to conduct the campaign you may want to ask the following questions

1. Market segmentation and profiling
2. Technology - mail merge or other newer methods
3. Previous results, conversions and best practices
4. Effective reach in metros, regional and country Australia

You can also visit www.nla.gov.au/ or for more information on mailing services in Australia.