Here Are 11 Ways To
GET RICH WITH MAILING LISTS!

Although different strategies may apply in different situations, the following information regarding mailing lists is applicable in most cases.

1. People who have purchased products or services through the mail are valuable prospects. A direct-response list will consistently outpull a compiled list.

2. The "hottest" names you can acquire are those that have purchased something through the mail within the last 30 to 90 days.

3. To get the most for your money, you should review and clean your name lists semi-annually (twice a year). Undeliverable mailing pieces (in larger quantity) will
not make a favorable impression if you are renting your list to other firms. They represent an unnecessary mailing expense if you are sending out your own promotional pieces.

4. An in-house customer list will outpull other compiled or direct-response lists.

5. People who live in urban areas respond to mail-order offers to a lesser degree than those who live in rural areas. The reason, in part, may be because shopping malls and other conveniences are not readily available in rural areas.

6. Use professional people who have made a career out of compiling lists. List-broker consultants and other outside service organizations are your best source for getting the right list.

7. Ten percent, or more, of your direct-mail budget should be allocated for the development and upkeep of your list. There is a limit, of course. But generally the more you spend on maintaining a first-class list, the more money you will take in. Ten percent, however, is the minimum you should spend.

8. If you have employees, you should delegate the responsibility of maintaining your name lists to one or two designated individuals if possible. Too many people working on the same project can create disorganization.

9. When developing a product, keep in mind that people in the 35-years-and-over age group buy mail-order offers at a considerably higher rate than people under 35 years of age.

10. Buyers who have purchased more than once through the mail within a seasonal buying period will always outpull buyers who have purchased only once within a particular seasonal buying period.

11. There are many different list categories. As many as 10 percent to 25 percent of names on a list may have to be cleaned and updated every year. In the case of high schools, vocational technical schools, and colleges, that turnover rate would be 100 percent.