Transcript Lists: Understanding Multi

Multi-Channel List Media
Presented by:
Cyndi Lee
VP of Business Development
RMI Direct Marketing
[email protected]
4/28/09
Overview:
List buying has gone above and beyond traditional list
marketing. Today lists are considered a form of “media”.
See how marketers are utilizing lists through all channels
from postal, email, telemarketing and mobile.
The Roots of Direct Marketing
In the 1880’s lettershops
started to open such as the
Business Address Company
of NY, RL Polk and NCR.
By the 1860’s
number of firms used
direct mail in the
form of informational
circulars and
handbills to advertise
their wares. Direct
Mail as we know it
today was made
possible by the
typewriter, which was
invented in 1867 and
began appearing in
many offices
thereafter.
1860’s
In 1872 the first modern
mail-order catalog was
produced by Aaron
Montgomery Ward. One
fact that holds true today
as it was back in 1872:
The implementation of
sound strategy and
marketing program that
offers products and
services that satisfy
changing needs, wants and
interests of the consumer
1872
1886 marked the
beginning of
Sears, Roebuck.
1880’s
1886
Third class bulk
mail postage
rates were
established in
1928.
In 1938 Irma
Dunhill
created the
first mailing
list for rental.
Irma went
door to door
in the Empire
State Building
gathering list
of names for
her employer.
1917, the Direct
Marketing Mail
Advertising
Association was
established,
today known as
the Direct
Marketing
Association
(DMA).
1917
In 1961 it was
Lester Wunderman,
founder of
Wunderman in
1958, who first used
the term “direct
marketing”.
1928
1938
In the 40’s businesses
started to develop
telephone sales. The
breakthrough in
technology by 1960’s the
telemarketing industry
advanced and from there
telephone numbers were
made available for rental.
1940’s
1961
Lists in the Early Stages
 As mailing lists started to develop list companies started to be
established to manage and sell mailing lists to other marketers.
 The first type of lists on the market were compiled lists,
consumer/business mail order, and a few publishers released
expire names only.
 Very little segmentation.
 Compiled lists had the most segments with company size
and title.
 Response lists were limited:
 Active Buyers
 Magazine Expires
 Geographic
 In the 70’s and 80’s technology was advancing
fast. Marketers started to capture and flag more
transactional data.
 Lists had more selections:
 Hotline mail order buyer
 Average purchase dollar
 Product category
 New subscribers
 Renewals
 Source (DM Agent vs. Direct to Publisher)
 Merge/purge technology was created.
 SRDS was the only book that listed “lists of lists”.
 By the late 80’s into 90’s technology boomed and
we started to see a huge transition within the list
business.
 Lists and Databases were getting more savvy,
new programs came to market to help marketers
maximize the value of their databases both for
internal and external purposes.
 3rd party demographic and lifestyle data was
being appended.
 Internal data card systems were being created to
track all new lists coming on the market.
 In the mid-80’s MIN was established, the first
integrated data card system.
Current Landscape with
Offline/Online Assets
More Data to Maximize Value of a List
 Having access to a lot more data, marketers can maximize the
value of their own database for internal and external use.
 If the manager and owner utilize this data and market it
appropriately, mailers are able to slice and dice a file to reach
the most targeted audience.
 Data being appended:
 Lifestyle and Demographic data
 Ethnic & Religion Data
 Political Data
 Co-op data (purchasing data at the SKU levels)
 With this data you can have over 100’s of variables to market.
The key is positioning the list to the fullest potential.
More Data to Maximize Value of a List
Email List Marketing
 Marketers are capturing email addresses from all sources, ranging from
online registration or when making a transaction from a subscription, purchase,
inquiry etc…
 Marketers are also utilizing email append. You can increase the number of
emails on housefile by 20-30% by doing an append.
 There are approximately 13,465 email lists on the market today.
 51% consumer
 60% business.
 Email list pricing varies depending on the type of list.
 Consumer Databases are priced lower around $125/M to $150/M.
 Business lists are priced higher ranging from $300/M to $425/M.
 Consumer response files are priced from $200/M to $250/M.
Keep in mind these are market rates. Marketers can rent these lists as low as
$50/M to $125/M. Research your pricing and negotiate before going to
contract.
Email List Marketing
Email List Marketing
 Marketers are utilizing email lists in various ways,
such as:
 Direct mail and email Combo’s
 Solo email
 They utilize these media channels to help:




Drive consumers to website
Generate leads to transition into a customer
Generate a new customer
Reactivate a customer
Direct Mail & Email Combo Campaign
16
 Sample of direct mail and
email in tandem.
 This is a pre-announcement:
catalog coming
17
Email to pre-announce magazine delivery
18
CURE is a solo DM
campaign being
deployed to acquire
new donors.
Heifer Project is
using an email list
to acquire new donors
From: Hudson Valley Magazine [mailto:[email protected]]
Sent: Wednesday, January 28, 2009 4:58 PM
To: [email protected]
Subject: Special Welcome Back Offer!
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This email was sent by: Spotlight Publications, LLC
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This is a reactivation effort
Respond by:
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Example: Newsweek
renewal effort
22
Mobile Media
 SMS = Short Message Service has the highest deliverability of any
marketing medium.
 Texting complements other types of campaigns and can be used
effectively in conjunction with direct mail, telemarketing email or
event marketing.
 SMS users run campaigns that will drive consumers to their store,
website or a call to number or to respond to an offer.
 SMS is successful when using a financial aspect to the offer and an
emotional appeal.
 Over 60% of text messages will be seen with response rates
averaging 10%.
Mobile List Marketing
 List owners are utilizing large databases of text numbers where they can do
a match and create a Mobile List for rental. The good lists are double opted
in.
 The list owner or provider will deploy the text message.
 Mobile files are priced at $225/M to $300/M.
 The Mobile text lists coming to market have two forms of messaging
 SMTP = Simple Mail Transfer Protocol is a process where software is used
instead of a mobile aggregator. Messages are not pushed through an aggregator
dealing with the cell carriers. Phone is in essence receiving an email, it’s a one way
system/no way to respond. These lists are generally not double opted in which is
not in keeping with MMA guidelines. Because this pushes from server to server
there is no way to track deliverability, stats show that 12 – 20% of the data
deployed can be dropped or fail.
 SMPP = Short Message Peer to Peer is a process where a mobile aggregator is
used, messages are cleared though the cell co’s and the message is pushed directly
with the cell carriers. Lists are required to be double opt in, this is a two way
method of communication so a response mechanism can be implemented. Carriers
can report on deliverability and is standard within the reporting. Well over 99% of
the messages pushed are delivered. This is the pure form of SMS.
Mobile List Marketing
Marketing Samples
Courtesy of PK List Marketing
 Marketers are adding a texting
component to DM or Print ads to
motivate the audience to get personally
involved.
 They can reach potential customers
wherever they are with a mobile call to
action.
 They use a unique keyword and code
to traditional advertisements. The
consumer then texts in the unique
keyword and code and within seconds
receives a reply text message with links
to pictures and offer information.
Marketing Samples
Courtesy of PK List Marketing
Partnership Marketing
 Marketers come together and craft the best
exchange scenario that will benefit both parties.
 Partnerships will trade media assets including:





Postal addresses
Email addresses
Banners
E-Newsletters
Telemarketing
Current was unable to
use the list traditionally
so a partnership deal was
introduced. Woman’s Day
advertised on Current’s
website, Current had
access to one of Woman’s
Day media channels
(website, email address,
e-newsletter).
29
Partnerships Utilizing
Online/Offline/Telemarketing
Magazine Offer and Non Profit Partnership Sample:
Magazine:
Non Profit:
 The publisher puts an offer on
the non profit’s website offering a
1 year free subscription for every
$25 donated.
 The non profit organization
will utilize the publishers email
addresses to generate new
donors.
 The publisher is also riding on
the non profit’s lapse donor
telemarketing campaign. The non
profit organization calls on all
lapsed donors to try and reactivate
them… During the call the
telemarketer will offer a 1 year
free subscription to a specific
magazine if they return with a
$25 or more donation.
 The non profit organization
will run an ad on the publishers
e-newsletter to acquire new
donors.
 The non profit organization
can also get editorial space on
the e-newsletter.
Partnerships Utilizing Offline Endorsements
Marketers have found that endorsing a direct mail piece can lift response
significantly. This sample is IMP looking for a lift in response so
Doubleday/Crossings mailed their piece endorsing it.
Partnerships Utilizing Offline
This sample is showing Oreck
Vacuum using the Guideposts list.
They were so successful that
they only mail the GP list with an
endorsement.
Takeaway Points
Takeaway Points
 Put traditional “list” thinking behind you.
 Lists are categorized as another media channel.
 Be creative, innovative and make the best of what you have.
 There are multiple forms of list marketing as demonstrated today




Postal
Email
Telephone
Mobile
 Think partnership when discussing lists/media channels; utilize
them all.
 Always create new types of lists so every marketer can target
their audience through any channel.