1222 N. Fair Oaks Avenue Pasadena, CA 91103 800-794-0858 www.castlepress.com/mailing-list-consultation Castle Press Demographics Checklist Testing #1 Mailing Lists Your mailing list can generate more than 40% of your total responses to a mailing, according to the Direct Marketing Association. The best offer in the world if not aimed at the right people will fail. Find prospects like current customers To find the best type of list to rent, look at the characteristics of the customers who make up your own inhouse mailing file and build outside lists accordingly. There are more than 50,000 lists out there, available from a wide variety of sources. The main types are compiled lists, response lists, paid subscription lists, and controlled lists. Choosing the right one potentially can make or break your campaign: Compiled lists Compiled lists are assembled from a variety of directories, credit files, and other sources. They are generated for marketing purposes, updated regularly, and give broad coverage of the market, including basic demographics. Many compiled lists are updated two or three times a month important, because direct mailers can improve their response rates significantly by using recently updated lists. Response lists Response lists are generated from company sales records. They may include information about what product was purchased, how and when it was bought, its price, transaction frequency all valuable marketing information. However, response lists are often less complete and may not indicate the purchaser s name and title. In addition, response lists may not be updated as frequently as other types of lists. Castle Press Demographics Checklist 1
Paid-subscription lists Paid-subscription lists offer the advantage of showing recipients who have subscribed to specific publications, thereby demonstrating their interest in a given industry or product area. Paid subscription lists tend to present fewer change-of-address problems than other lists and provide a relatively targeted audience. On the other hand, they may not provide complete demographics. Controlled-circulation lists Controlled-circulation lists derive from free magazine subscriptions that publishers offer to qualified subscribers who agree to provide detailed demographic information about their companies and purchasing authority and practices. As a rule, controlled-circulation lists are highly niche-oriented. They offer rich demographic information and are highly selectable. However, they usually are limited in size, thus they may cover only a small part of your entire target market. Test various offers The second most influential factor in determining your success in direct mail is your offer what you will give people for responding. Some tips: Make your offer as specific as possible Offer something enticing to your market Stress that your offer is risk-free Incorporate a limited-time trial or money-back guarantee Be clear about when recipients must respond. Do not pressure prospects with too short a deadline, but don t leave it open-ended. Generally, four to six weeks to respond works well. Know the difference between product features and benefits Features are inherent to the product, while benefits relate the feature to a customer need. Tie your offer to your main benefit. For example, Act now and save thousands of dollars on direct-mailing costs. Some offer elements worth testing include price points, quantity of volume discounts, the way you state your offer (e.g., save 50 percent versus purchase for half price ), and the response method. Castle Press Demographics Checklist 2
Experiment with your mail package Begin with the outside of your package. The key is to make your pitch before the door is slammed in your face, as old-time salesmen used to urge. The average person spends three to five seconds deciding whether to open your direct mail piece, so start selling immediately. Test various package formats (e.g., postcard, letter, self-mailer, etc.) and the use of stamps versus indicia. Even the use of stamps with different designs could produce a noticeable lift in response. Test the inside of the mail package also: Use a strong lead. Recipients will likely scan the letter before deciding whether to read it. State your offer at the beginning of your letter. Clarify what you want the recipient to do and why he or she should do it. Appeal to the recipient s problems and promise to ease their stress. Back up your claims with guarantees and testimonials. Make it easy to respond. Close with a call to action and include a vehicle to do so (e.g. coupon, response card, 1-800 number, etc.). Test different letter styles, graphic elements, and techniques. Business Demographics Number of Employees Annual Sales Volume Years in Business Legal Status Ownership Type of Site Cottage Industry Subsidiary Industries SIC Code (Business Type) NAICS Code NAICS Description Telephone Number Fax Number Import/Export Small Business Number of Contacts Per Site Top Executive Contact Executive Title Telephone Number Fax Number Zip+4 Only Zip+4 Only Web Site Address (URL) Franchise Indicator Franchises Minority-Owned Businesses Web Site Address (URL) Franchise Indicator Franchises Minority-Owned Businesses Women-Owned Businesses Veteran-Owned Businesses Credit Elements Women-Owned Businesses Veteran-Owned Businesses Credit Elements Occupant Demographics Occupant Selects Dwelling Type Route Type Median Income Median Age New Homeowner Hotlines Weekly Hotline Primary Selections Publication Date Occupant Name where available Median Home Value % of HHs with Children Seasonal Addresses Monthly Hotline Purchase Price SFDU MFDU Businesses Trailers Dwelling Type Castle Press Demographics Checklist 3
Mortgage Information Transaction Type Transaction Date Deed Recording Date New Mover Address Record Receipt Date Number of Address Lines Zip+4 Only Household Consumer Household Selects Adult Single Parent with Child(ren) Adult Age Ranges Present in Household Age 2-Year Increments Age Head of Household Business Owner in the Household Children s Age 1-Year Increments Children s Age Ranges Present in Household Individual Selects Country of Origin Date of Birth (MMYYYY) Education Homeowner Selects Available Equity Range Available Home Equity Range Congressional District Dwelling Size Home Market Value Home Square Feet Wealth Indicator Selects Claritas IPA Estimated Income Insurance Own Life Insurance Policy Loan To Value Mortgage Amount Lender Census Median Income Dwelling Type Gender of Primary Owner Trust Flag Education Level Estimated Income Green Living Household Size Life Insurance Policy Holder Marital Status Number of Adults Number of Children Number of Generations in HH Ethnic Code (Country) Ethnicity Language Preference Code Homeowner/Renter Lender Code Lender Type Length of Residence Loan Amount Range Loan Date NetWorth Median Household Income Likely Investors Rate Type Loan Type Telephone Presence of Phone Occupation - Head of HH Probable Teen Driver Presence of Children Senior Adult Present SOHO Indicator Telephone Number Veteran in the Household Voter/Party Working Woman Occupation Political Party Religion Code Loan to Value Range Median Home Value Specified Owner Occpd (Hundreds) Owner Type Detail Presence of Pool Property Type Detail Interests and Buying Patterns Travel Selects Vacation Casino - Have Taken/Would Enjoy Vacation Cruise - Have Taken/ Would Enjoy Vacation International Have Taken/Would Enjoy Vacation RV Vacation United States Have Taken/Would Enjoy Auto Selects Known Number of Vehicles Motorcycle New Car Buyer RV Health Related Selects Health Allergy Related Health Arthritis/Mobility Health Cholesterol Focus Truck Vehicle/Auto New/Used Indicator Vehicle Dominant Interest Vehicle Make Health Diabetic Health Disabled Health Homeopathic Vehicle Model Vehicle Year Health Organic Focus Health Orthopedic Health Senior Needs Castle Press Demographics Checklist 4
Lifestyle Interest Selects Arts Auto Work/Mechanics Aviation Beauty and Cosmetics Boat Owner Career Career Improvement Celebrities Children s Interests Christian Families Collectibles Antiques Collectibles Arts Collectibles Coins Collectibles General Collectibles Sports Memorabilia Collectibles Stamps Collector Avid Community/Charities Cooking General Cooking Gourmet Cooking Low Fat Crafts Cultural/Artistic Living Current Affairs/Politics Dieting/Weight Loss DIY Living Education Online Electronics Consumer Electronics Electronics/Computers Environmental Issues Exercise Aerobic/Cardiovascular Exercise Running/Jogging Exercise Walking Fashion Food Vegetarian Food Wines Foods Natural Games Board Games/Puzzles Games PC Game Player Games Video Games Gaming Casino Gaming Lottery Gardening Grandchildren Health/Medical General HighTech Living History/Military Home Furnishings/Decorating Home Improvement Home Improvement Do It Yourself Home Living House Plants Investments Foreign Investments Personal Investments Real Estate Investments Stocks/Bonds Money Seekers Movie Collector Movie Player Music Avid Listener Music Home Stereo Music Collector Music Player Nascar Outdoor Biking/Mountain Biking Outdoor Boating/Sailing Outdoor Camping/Hiking Outdoor Fishing Outdoor Hunting/Shooting Outdoor Scuba Diving Outdoor Water Sports Parenting Participant Equestrian Participant Golf Participant Motorcycling Participant Snow Skiing Participant Tennis PC Pets Cats Owner Pets Dog Owner Pets Other Photography Reading Audio Books Reading Financial Newsletter Subscribers Reading General Reading Magazines Reading Religious/Inspirational Reading Science Fiction Reading Top Sellers Recreational Vehicles Religious/Inspirational Science/Space Self Improvement Sewing/Knitting/Needlework Smoking/Tobacco Spectator Baseball Spectator Basketball Spectator Football Spectator Hockey Spectator Racing Auto/ Motorcycle Spectator Soccer Spectator Tennis Spectator TV Sports Sporty Living Sweepstakes/Contests Theater/Performing Arts Travel Cruise Vacations Travel Family Vacations Travel Foreign Travel U.S. TV Reception - Cable TV Reception - HDTV/Satellite/Dish TV Reception - Satellite Dish Upscale Living Wireless - Cellular Phone Woodworking Castle Press Demographics Checklist 5
Buying Behavior Selects Apparel Big & Tall Apparel Children s Apparel Men s Apparel Women s Apparel Women s Petite Apparel Women s Plus Sizes Arts & Antiques Antiques Arts & Antiques Art Automotive, Auto Parts & Accessories Books & Magazines Books & Music Audio Books Children s Apparel Infants & Toddlers Children s Learning & Activity Toys Children s Products General Baby Care Children s Products General Back To School Computing/Home Office General Credit Card Use Issuer Credit Card User High Tech Selects Internet Connection Type PC DSL/High Speed User Life Event Selects Adult College Graduate Adult Empty Nester Donation/Contribution DVDs/Videos Electronics & Computing Electronics, Computing & Home Office Financial Services Gambling Behavior Gardening Health & Beauty High End Appliances Home & Garden Hunting Intend to Purchase HDTV/Satellite Dish Intend to Purchase Home Improvement Investments Active Behavior Jewelry Lifestyles, Interests & Passions Collectibles Lifestyles, Interests & Passions Crafts/Hobbies Adult Expectant Parent Intend to Purchase Vehicle Life Event Child Nearing High School Graduation Life Event New Parent Luggage Magazines Mail Order Buyer Mail Order Donor Mail Responders Membership Clubs Method of Payment Count Military Memorabilia/Weaponry Musical Instruments Off Road Recreational Vehicles Online Purchasing Indicator Pets Photography & Video Equipment Presence of Bank Card Retail Purchase Categories Sports & Leisure TV/Video/Movie/Watcher Telecommunications Tickets Travel Young Men s Apparel Young Women s Apparel Life Event Recent Home Buyer Life Event Recent Mortgage Borrower Marital Divorced Marital Newlyweds Castle Press Demographics Checklist 6