My email address has somehow been included in a direct mail sales list, used by London-based media agencies. So, two-to-three times each day, I receive an email by X person at X agency, politely asking if I would consider using their services.
This is unfortunate, because it seems almost all agencies in London has wasted money on renting the wrong DM list, because:
- Since all agencies are using the same list, what are the chances that the targets (in this case me), are interested?
- I am not, or have as far as I know, ever been based in the UK. Obviously I’m not relevant to them.
- Since I don’t know where the original list came from (nor would anyone else on the list), I am forced to opt out of every e-mail manually.
You would hope that the agencies you use for your campaigns know their targeting. However I am here to help, so without further delays, here is my personal checklist before engaging in any direct mail campaign (email or post), free and without obligations for you to use:
Before engaging in a DM campaign:
- Decide the type of industries that are relevant for you.
- Decide what roles in the organizations you are targeting. Who makes the decision you need? Is it HR, Finance, marketing, purchasing or someone else?
- Decide the level of the person in the departments. Should it be director, manager or coordinator? Perhaps the personal assistant is the one you need to get past?
- The DM should never be sent to a blank name. Blank name = bin.
- If you buy or rent a DM list, ALWAYS check with the list provider that:
- The list is current. Ask when it was last used and updated.
- It is not a spam list. Ask how often it is used, and when it was last used.
- It is relevant. Ask what type of organization last used it.
- You aren’t wasting money on people who are not interested. Ask what the opt-out rate is.
- It is professional. Ask how the people/organizations on the list got there.
- It doesn’t contain duplicates. Ask when was it last checked.
- It is relevant. Ask when was it last updated (Everyone hates receiving mail for someone who left the organization two years ago).
- It includes title and /or gender.
There are plenty of other things to check, such as creative, specs, fit to brand, offer, redemption mechanisms etc. I won’t go into those here.
If you happen to be working at an agency in London, please read the above list again.