5 keys for creating a solid online presence

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Creating a Successful Direct Marketing Campaign with Mailing Lists

Penn-Wyatt House Stained-Glass Window 5
residential mailing lists
Image by Universal Pops (David)
Thank you for your views and comments; they are very much appreciated.

[See the set of 22 photos of the house and its details www.flickr.com/photos/universalpops/sets/72157632481543757/ ]

This set of 5 photos shows some of the stained-glass windows of the Penn-Wyatt House (1876) in Danville, Virginia. Residential, or secular stained-glass, had become relatively common in the last quarter of the 19th century as a way to beautify one’s space, to make an architectural statement, and possibly to fall in with a decorative fad or style. Charles Eastlake (1836-1906), influential in architectural embellishment, felt the use of stained-glass was an appropriate decoration for a household; it was in “good taste”. The glaziers’ world now included the ecclesiastical and the secular. Decorative arts in an architectural setting demanded fine art from skilled and imaginative craftsmen, often using floral or abstract designs on a geometrical background (photo 4 is a good example of this). Inside the house, the light through the window would create a different aspect of color and mood; furthermore, windows were placed where no view to the outside was intended. The use of decorative windows became so commonplace that mail order hardware companies offered them among their products at prices within reach of many. This democratization of stained-glass accessibility tended to water down the artistry. In the 20th century, two wars and the Depression devastated the business with the final blow delivered by “modern architecture”, which greatly deemphasized any ornamentation. I don’t know anything about these windows, if they were artisan or assembly-line in origin or when they were installed. The house did undergo modifications from 1897-1903. I was unable to view the interior of the Penn-Wyatt House except as seen through windows; but I’ll remember looking through a glass door and seeing, as if I were inside, how a window diffused the light and colors, a sight of wonder and beauty. Images 2 and 3 are excellent examples of window moldings. The Penn-Wyatt House was listed on the National Register of Historic Places September 7, 1979, ID reference #79003317. [The description is a synthesis of numerous sources.]

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. If you use this image on your web site, you need to provide a link to this photo.

Marketing with mailing lists should be a part of every business’ advertising plans. A direct marketing campaign can be the most cost effective way to advertise your product and/or service. Creating a successful direct marketing campaign with mailing lists, will increase sales and customers for any type of business. There are some important useful tips for creating a successful mailing campaign. The key to establishing an effective marketing campaign with mailing lists is to follow these 3 important points.

Make sure the mailing list is of the highest quality and updated. The mailing list is the most important part of the entire direct marketing campaign and needs to be as accurate as possible. The best way to obtain a mailing list is to purchase one through a mailing list broker or compiler, rather than creating your own list. There are many brokers and compilers that can provide accurate mailing lists that have been updated through the National Change of Address database. Most list companies should be able to guarantee at least a 94% deliverability rate or better.

Make sure you have created an offer that stands out and makes people want to respond. You want the people who receive your mail piece to look at your mail piece and know who you are, what you are offering, and how to respond to your offer with little effort. Your offer should include a call to action or reaction from your prospect. An example would be, “We have this free trial offer and you must respond by this date”. It does help to offer an expiration date for the call to action. Make sure to give the responder every avenue to respond by, such as phone, email, internet, mail, or in person. Free offers, discounts, and guarantees will always increase your response rate.

Make sure the quality of your mail piece fits the quality of your offer.  The type of paper, the colors, the wording will reflect back to your company. If you are a furniture store marketing new bedroom sets, you should use nice glossy paper, with rich, deep colors, and a nice writing font. If you are a local auto mechanic, use pictures of nice looking automobiles with bright colors, and simple block letters. You want your mail piece to form an identity between you and you potential customer. 

Marketing campaigns with mailing lists are still the most effective way of marketing because of the ease to focus your advertising on as many or as few recipients as needed. By following these tips when developing your next mailing campaign, you will see an increase your response rate and your return on investment.  These techniques are proven to improve any business’ marketing efforts.

I am a Direct Marketing professional with over 10 years experience specializing in mailing lists.

Creating Brand Love Through Your Email Newsletter

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