Direct Marketing Software

Dialog Group, Inc

Guide to Mailing List Software

Done right, direct mail still delivers a big bang for your buck
By Ned Averill-Snell

The Internet notwithstanding, direct mail remains one of the most effective tools for growing your business, and you'll find no shortage of software and services to help you design, generate and deliver a direct marketing campaign.

These tools can help in many ways, such as ensuring that your mailing qualifies for US Postal Service bulk discounts. Still, it's not so much the mailing that matters -- it's the list. Tools for building and maintaining the right mailing list for your growing business are the key to making direct mail pay off. You need a list that's:

1. Targeted: A targeted list keeps you from wasting postage and printing to reach poor prospects.
2. Clean: A clean list has up-to-date names, addresses and other customer/prospect data, and is free of duplicates and dead ends.
3. Compliant: A compliant list obeys USPS rules to qualify for bulk rates, and observes laws in some states requiring you to filter out names and addresses of those who do not want to be contacted.

Action Steps

The best contacts and resources to help you get it done

Keep it Simple If your needs are modest and you already have exactly the customer list you want, generating the mailing can be a snap.

I recommend:  You can always use Microsoft Word's built-in Mail Merge facility, but Word won't help you design and address your piece according to postal regulations for such things as required "white space" for labels and bar codes. SuperMerge is an inexpensive Word add-in that generates a mail merge using addresses from Outlook contact folders. Most desktop direct-mail programs can import list data from virtually any application you may be using. For Mac, there's Mail Factory and for Windows there's Easy Mail Plus. If you manage your customers in ACT! an add-in called RemarkableMail generates direct mail from ACT! records.

Build your in-house list For more extensive direct-marketing campaigns, start by developing a detailed database of your current customers.

I recommend:  If you don't already have a customer list database, you can build one by gathering files containing customer data, such as sales records, and submit them to a data enhancement service (sometimes called "data mining") that will convert them into a usable, manageable mailing list. For an online service, try Melissa Data Products and Services. Desktop/network software such as ManageMore Lists & Labels or Mail Manager 2010 and MAILERS+4 all import customer info on demand and map it into fields for list management and printing.

Expand your list with third-party data You can buy a bigger list from a list broker, or better yet, use a list enhancement service to add detail to your own.

I recommend:  Online data enhancers such as Direct List Technology and Melissa Data Products and Services take your list and apply analysis and comparison technologies to add useful information. There are thousands of list brokers, so picking the right one could take some digging. Check GreatLists.com or BuyerZone.com's service that matches your needs to a directory of list brokers.

Keep it clean Any mailing list software, list broker or list enhancement company can supply list 'hygiene' services such as eliminating duplicate entries. Cleanup should be an ongoing and frequent task to ensure that you're not wasting paper and postage.

I recommend:  Upload your list to the Smart Clean service, which filters the list to make it compliant with state, federal and industry DNC lists such as the Direct Marketing Association's Mail Preference Service list, or try ListCleanup.com.

Consider CASS Most list software and services promise to generate and print addresses in ways that comply with the best bulk rates. One way to achieve that is by being certified by the USPS's Coding Accuracy Support System (CASS). Any CASS-certified software adds Zip+4 codes, barcodes, and anything else required to get CASS rates on your mailing.

I recommend:  The USPS publishes a list of all CASS-compliant vendors.

Tips & Tactics

Helpful advice for making the most of this Guide

• List prices are usually tied to the number of records, so avoid buying more list than you need. If you're looking for 100 new customers, don't buy a list with a million records.
• Consider expanding your list by trading with other companies targeting similar customers but not carrying similar products. Don't trade or sell your list to anyone unless you can ensure that it can't make its way to a competitor.
• Along with CASS, keep an eye out for DPV (Delivery Point Validation), a related standard that helps ensure that addresses are correct and verifiable down to apartment/suite number.