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11 Things You Should Know Before Mailing Anything

1. Know Your Target Market. Who are you selling to?
Are they going to be interested in your product? What benefits does your offer provide? A targeted list will probably do better then a non-targeted list. All things being equal, it makes sense that people who have purchased items like yours before, will be your best marketing bet.

2. Know Your List Broker.
There are list brokers and then there are List Brokers. At the least, your broker should be a professional listed in Standard Rates and Data. Your list broker should be willing to take the time to match your offer, as best as is possible, to a specific list he believes will do the best for you. Anyone can call themselves a list broker and rent you names from the phone book. A professional broker, such as DAJ Direct, cares about your business. We know that if you do well working with us, you will keep coming back.

3. Know Your Break Even Point on Your Mail Piece.
How many sales must you make to cover your costs of mailing? Figure the cost of the list, the stock used for the mail piece and the postage. You should also figure in your cost of labor, though many marketers discount this cost when first starting out. Quite often, a more expensive product sold to fewer customers, will work out much better for you than an inexpensive product that must be sold to many customers in order to reach that same break even point. There are exacting formulas available to figure this out.

4. While in the early stages of a Direct Mail campaign...
you might make a profit mailing to a list of prospects who are not already your customers. Ultimately though, even a well run mail order company can lose money on "The Front End". What you want is to generate a maximum number of new customers. Once you have these new customers, you supply "back end offers" to them. Again and again. You may also, eventually, rent or sell your mail list. Your current customers are always your best customers. Continue to sell to them. If you only have a front end offer, programs like "The Money Doctor" or "People Helping People", etc, you will have a much more difficult time getting anywhere. Specially for high end offers. You have one shot and if that does not work, kiss your money goodby. There are no guarantees and this type of program is more like gambling.

5. You will always get a higher response to a mailing...
from those who have responded before.. Always re-mail new offers or add-ons to your responders. Once you have a customer or potential customer, hold on to them. Provide them with the product and service necessary to keep them doing business with you instead of someone else. Keep those "back end offers" flowing. Collect a lot of buyer's names, and we will put your list up for rent.

6. Most of what you have heard as being mail order gospel is wrong.
How to do it and what your return will be? No one knows, and thatís a fact. No one can tell you what you will do on any mailing. All they may be able to tell you is what they have done, and they may be stretching the truth. TEST! TEST! TEST! You have to test it yourself by doing the mailings and trying the lists and keeping track of what works and what doesnít. Once you find a list that works, make sure any additional names you rent from the same list are really from the same list and just as fresh, then run with it. YOU NEED A BROKER YOU CAN TRUST TO HELP YOU.

7. Believe it or not, what you are doing, what this is, is a business.
Treat it like a business. So many mail order marketers treat what they are doing as if it were a hobby, or that "if you MAIL IT, they will come". These folks are in for a big surprise and disappointment. Doing mail order right requires just as much effort as doing any other kind of business. Research it. The library, local bookstores and a competent List Broker, are your best friends.

8. Carefully consider if you really want to send bulk mail as opposed to first class.
While bulk mail is less expensive, there are some things to consider:
A. If you send bulk mail, your letters will not be forwarded.
B. Bulk mail may be less likely to be opened.
C. From what weíve been told, bulk mail often languishes out of the way in some dark corner of your postoffice. We have also heard, though we donít know for sure, that bulk mail is often given the old heave-ho, instead of being delivered.

If you really want to do bulk mail, YOU WILL NEED TO TEST. Only mail from a central postal station that handles bulk mail, not your local post office.

9. Your mail piece can be a letter, or a postcard or a booklet.
The chances of someone actually looking at your mail piece can be better if it has a personal look, or has an appearance that says, " Open Me". Of course, that mail piece has to be good copy in order to get a response. Post cards can work for generating leads or inquiries, but they don't have the space needed for the length of copy usually used to sell a product. If you print "Please Forward" on the envelope, the mail piece will be forwarded if there is a forward address. Otherwise, if it is not deliverable to the address on the envelope, it will probably be returned to you. We have found that a two page or longer letter, if well written, provides superior response. There is no such thing as too long a mail piece. There are only mail pieces that your prospects open and read, or do not open and do not read.

10. If you are doing an Opportunity Mailing, use a Buyer's list or a Responsive Seeker's list from a reliable company that will work with you to improve your chances for success.
A "Buyer's List", the type of list that DAJ Direct specializes in, is made up of people who have already responded to an opportunity or product like yours, and/or have paid out money for that product or opportunity. A "Seeker's List" may not do it for you if you need a front end sale immediately. Seekers want information and they don't want to pay for it. A Seekers list will work if you are looking for some sort of response such as a phone call, or a returned coupon, without a front end sale. The type of marketer who uses a seeker list, depends on his ability to close a prospect over the phone once they call, or the ability to close a prospect by sending additional information. Saying this, DAJ Direct manages several all seeker lists that act just like buyer's lists. Trust your list broker to find a proper list for you. If he can't do it, find another broker.

11. Be prepared for returns (nixies) and hearing people tell you that they have received several offers just like the one you are sending.
When DAJ receives lists from their list owners, the lists are gone over by our fulfillment house. Bad data is looked for and if found, the name is removed. The list is run through the US Post Office's Change of Address data base. This scrubs out a lot of names on a list that may not be mailable because the prospect has moved. Not all bad names and bad data can be removed. Also, older people make up a large part of these lists. People do die between the time they bought a program and the time the list is delivered to you. Do not think that because you receive some returns that say the recipient is deceased, that this is a bogus name. The techniques available are just not perfect. Bad names will slip through. Though DAJ Direct prides itself on having the cleanest lists in the biz op community, you will probably receive nixies. How many you receive depends on a lot of things. But you should be prepared to receive them. Anything under 10% returns is considered normal in this business. Do not ask for a refund. If there are a lot more then that, hold on to the returns and let us know. Without the returns, all of them, we cannot help you, as we will need proof. Sometimes you may receive a lot of nixies and no sales. This can happen for a number of reasons. We provide targeted responsive lists that work for 80% to 90% of our mailers who mail them. They do not work for everyone every time. If this bothers you, don't mail.

Prospects receiving duplicates. Most people who make up our various targeted buyers and responders lists, are multi buyers. They have purchased or inquired about more then one program in a given quarter. They will be on several lists. Large mailers rent most of their lists at once and them merge all lists and purge out the duplicates. Small mailers cannot do this. If this bothers you, don't mail

For additional information, see our Questions page.


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Robert Lawrence Jacobs-Designer
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