Comments on: Taking the mystery out of list buying http://marketingwizdom.com/archives/1017 Mentoring aspiring market leaders in world-class low-risk/high-return marketing strategies Mon, 16 Jan 2012 10:05:49 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Robert Clayhttp://marketingwizdom.com/archives/1017/comment-page-1#comment-638 Robert Clay Mon, 18 Apr 2011 14:43:03 +0000 http://marketingwizdom.com/?p=1017#comment-638 Thanks for your comment Mark. Off the top of my head you're thinking along the right lines. Just doing what you've set out will put you (or your colleague) far ahead of most others. Yes there may well be more detail that can be tested, but you've got the main points there. I very much agree with your approach. Thanks for your comment Mark. Off the top of my head you’re thinking along the right lines. Just doing what you’ve set out will put you (or your colleague) far ahead of most others. Yes there may well be more detail that can be tested, but you’ve got the main points there. I very much agree with your approach.

]]> By: Mark Leehttp://marketingwizdom.com/archives/1017/comment-page-1#comment-635 Mark Lee Sun, 17 Apr 2011 21:18:49 +0000 http://marketingwizdom.com/?p=1017#comment-635 Great advice Robert - as ever.Of course the list is just stage one. I have a colleague who may be looking into list buying shortly. I'd appreciate your views re the other stages in the process. Off the top of my head: Stage two requires the crafting and testing of a direct mail piece with an effective call to action. Stage three is then to adapt the direct mail piece to reflect the results of the tests.Factors that can affect the effectiveness, as I understand it, include: - headline - words used, size of font and even the font itself - opening para - detailed paras - closing para - signatory - name, position, manual or printed signature - black or coloured ink - contact details - use of a ps and content of the ps - also the quality, look and feel of the letter - and even of the envelope. Great advice Robert – as ever.

Of course the list is just stage one. I have a colleague who may be looking into list buying shortly. I’d appreciate your views re the other stages in the process. Off the top of my head:
Stage two requires the crafting and testing of a direct mail piece with an effective call to action.
Stage three is then to adapt the direct mail piece to reflect the results of the tests.

Factors that can affect the effectiveness, as I understand it, include:
- headline – words used, size of font and even the font itself
- opening para
- detailed paras
- closing para
- signatory – name, position, manual or printed signature – black or coloured ink
- contact details
- use of a ps and content of the ps
- also the quality, look and feel of the letter – and even of the envelope.

]]> By: Robert Clayhttp://marketingwizdom.com/archives/1017/comment-page-1#comment-66 Robert Clay Mon, 06 Jul 2009 19:43:41 +0000 http://marketingwizdom.com/?p=1017#comment-66 Yes I totally agree that lists should be tested, and in future articles I will be dealing with this. I find that unless people buy lists frequently they tend not to realise the difference in performance between one list and another, nor do they know how to test. I appreciate your comment. Thank you. Yes I totally agree that lists should be tested, and in future articles I will be dealing with this. I find that unless people buy lists frequently they tend not to realise the difference in performance between one list and another, nor do they know how to test. I appreciate your comment. Thank you.

]]> By: Kathy Millshttp://marketingwizdom.com/archives/1017/comment-page-1#comment-64 Kathy Mills Mon, 06 Jul 2009 15:45:54 +0000 http://marketingwizdom.com/?p=1017#comment-64 Great post, Robert. You're right about the list business being a minefield. There are some real gems out there but also some real duds. Testing is key, as is working with a list provider that you can trust (or relying on a list broker to do the work for you), but knowing the basics that you provided in this post is the crucial first step. .-= Kathy Mills´s last blog ..<a href="http://boomermarketingnews.blogspot.com/2009/07/nyt-article-on-state-of-senior-housing.html" rel="nofollow">NYT article on the state of senior housing</a> =-. Great post, Robert. You’re right about the list business being a minefield. There are some real gems out there but also some real duds. Testing is key, as is working with a list provider that you can trust (or relying on a list broker to do the work for you), but knowing the basics that you provided in this post is the crucial first step.
.-= Kathy Mills´s last blog ..NYT article on the state of senior housing =-.

]]> By: Robert Clayhttp://marketingwizdom.com/archives/1017/comment-page-1#comment-27 Robert Clay Thu, 25 Jun 2009 18:04:46 +0000 http://marketingwizdom.com/?p=1017#comment-27 Thank you for your comments Suzanne. List buying can be a real minefield and there are endless people who will try to convince you that their data will do the job when it won't. I will be writing a lot more on the subject when I get a chance. Thank you for your comments Suzanne. List buying can be a real minefield and there are endless people who will try to convince you that their data will do the job when it won’t. I will be writing a lot more on the subject when I get a chance.

]]> By: Suzanne Stockhttp://marketingwizdom.com/archives/1017/comment-page-1#comment-26 Suzanne Stock Thu, 25 Jun 2009 15:37:23 +0000 http://marketingwizdom.com/?p=1017#comment-26 Hi Robert Really interesting article and you mentioned some very valid points when buying data. Hi Robert Really interesting article and you mentioned some very valid points when buying data.

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