A good mailing list is key to the success of a direct marketing campaign. This is the slides from Click2Mail's USPS webinar.

1. The United States Postal Service

2. Address List Presenters; Lee Garvey & Antoinette Collins

3. How to create and manage the single most important component of a successful direct mail program – the list. Presented by: Carly Brown

4. Introduction Direct Mail Works …because it’s targeted marketing Your mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 rule Your mailing list: The single most important component of DM Can reduce costsand increase ROI at the same time Is worth the time and effort to manage Enabler of personalization and VDP www.click2mail.com © 2009 Click2Mail

5. Our Agenda First things first – defining your objectives Modeling - What is it? Why is it important? Options - how to build or acquire a list Buying a Mailing List – how does it work? List Quality Control – a postal perspective List Management - why bother? Wrap up and questions www.click2mail.com © 2009 Click2Mail

6. www.click2mail.com © 2009 Click2Mail Step #1 Define your marketing objectives.

7. Your Marketing Objectives What am I trying to accomplish? Acquisition of new customers? Lead generation? Retention of existing customers? Direct order stimulation? The list you use should reflect your objectives www.click2mail.com © 2009 Click2Mail

8. Response Expectations www.click2mail.com © 2009 Click2Mail 1%-2%

9. www.click2mail.com © 2009 Click2Mail Step #2 Get to know your customer

10. Know thy Customer Who am I selling to? Who are my best customers? Why? Geographic - Where do they live? Demographic - What characteristics do they share? Age, income, gender, etc. RFM - Recency, Frequency, Monetary value www.click2mail.com © 2009 Click2Mail

11. Modeling What is modeling? Most likely prospects resemble Your best customers Why is it important? How do I do it? www.click2mail.com © 2009 Click2Mail Photos by: AnirudhKoul

12. www.click2mail.com © 2009 Click2Mail Step #3 Building/Acquiring your list

13. BuildingYour List House Create your own house list using existing customers Prospect Referrals Prospects Website registrants Event registrants www.click2mail.com © 2009 Click2Mail Photo credit: Paul Keleher

14. Acquiring a List Types of acquired lists: Shared/Traded Obtain lists from another company or organization Rental SRDS – Standard Rate and Data Service www.srds.com Rent a list from an online list broker www.click2mail.com © 2009 Click2Mail

15. Choosing the Right Rental List Saturation Consumer Business New Movers Specialty www.click2mail.com © 2009 Click2Mail Photo credit: Erich Ferdinand

16. Compiled or Response? What is the difference? Compiled lists Response List Which one is the one for me? www.click2mail.com © 2009 Click2Mail Photo credit: TheBusyBrain.com

17. Buying a List How does it work? Am I renting or buying the list? How many times can I use it? www.click2mail.com © 2009 Click2Mail

18. What to Expect How much does a list cost? Saturation -> $0.01+/record Consumer -> $0.03 +/record Business -> $0.05 +/record Added costs for selects Minimums apply Added cost for multi-use www.click2mail.com © 2009 Click2Mail

19. Who Owns the List? List owner – Owns the data and hires the manager to represent the list. List manager – Promotes / rents the list List broker – finds best list options, clears the offer and the mail date www.click2mail.com © 2009 Click2Mail

20. www.click2mail.com © 2009 Click2Mail Step #4 Managing your list

21. Address Quality NCOA, CASS, DPV, ETC. Why are these important? Address Standardization Move Update requirements www.click2mail.com © 2009 Click2Mail NCOA DPV CASS

22. Database Management Why you need a house list and how it can be enhanced Why merge-purge and deduplication are important Keeping your list up to date How suppression can save money and embarrassment Response tracking and list updating www.click2mail.com © 2009 Click2Mail

23. www.click2mail.com © 2009 Click2Mail The Conclusion Direct Mail Works …because it’s targeted marketing Your mailing list is your targeting mechanism and the key to direct mail success: 40-40-20 rule Your mailing list: The single most important component of DM Can reduce costs and increase ROI at the same time Is worth the time and effort to manage

24. We Wish You Success Click2Mail.com Future webinars Sign up for our newsletter! www.click2mail.com © 2009 Click2Mail

25. Q & A Thank you! If you have questions, or for more information, visit www.Click2Mail.com, or contact us. Click2Mail Customer Support 866-665-2787 support@click2mail.com www.click2mail.com © 2009 Click2Mail