Building Your Mailing List
You can’t send out direct mail without addresses to send it to. Fortunately, building your mailing list is not rocket science. In fact, modern Point-of-Sale (POS) software makes it easier than ever.
The steps involved in building your direct-mail mailing list are really the same as they are for building your e-mail mailing list. (If you need to, you can review these steps by reading this article.)
Key points include:
- Collect customer mailing list information at every opportunity.
- Whenever you ask a customer for his or her contact information, explain clearly how, when and where you plan to use it.
- Remove customers from your mailing list promptly when asked to do so.
- Save time, money and effort by deleting bad addresses as soon as you learn about them.
In the balance of this article, we’ll examine the specific tools you can use to conduct direct-mail promotions. These include:
- Newsletters.
- Postcards.
- Personalized letters.
Keith Chesnut writes:
“This reminded me of the previous article on e-mail marketing and how having a mailing list policy is important. Until posting our policy, it was like pulling teeth to get customers to give us a valid e-mail address they checked regularly. Most would only give us the junk mail address they used. Now thet are more than willing and even ask us to add their e-mail address to our list.”
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