Launching a direct mail campaign using someone else’s list can sometimes be a bit of a minefield.  There are five keys to minimizing risk and maximizing your chance for success:

•    Know who your ideal customer is

It’s impossible to create an effective marketing campaign if you don’t first have a thorough understanding of who is in your target market.  Take the time to learn about the people you would like to market to.  If your ideal client showed up in your office, what would they look, what would they be looking for, and what would they want to hear from you.

•    Know what to offer and when to offer it

Once you know who your ideal customer is, you can find out what they want most.  Do your research.  Spend some time visiting internet forums to find out what people are talking about.  Read columns and newsletters in your industry to find out what’s current.  Pay attention to people’s problems, and provide them with the solutions.

•    Know what your unique selling proposition (USP) is

Before you plan a campaign, ask yourself why the people who receive your mailing should listen to you instead of the other marketer they received a letter from today.  What makes you different from all the rest?  Do you offer more for the same amount of money?  Do you offer the same thing for less?  Do you have proven results that others can’t show?  Do you have a unique system that nobody else can teach?  Put some effort into identifying your USP – it will make a difference in the content of your marketing piece.

•    Know who your list broker is

List brokers will work with you to help you find the best mailing lists to which to send your marketing materials.  Get to know a few list brokers and select one who demonstrates a good understanding of what you’re trying to accomplish.  It’s also important that you’re able to communicate freely with your list broker, so don’t underestimate the importance of rapport.  Your list broker will put years of direct mail marketing experience to work for you, so know who they are and take care of them as they take care of you.

•    Know who is on the list you’re mailing to

This does not necessarily mean knowing the names and contact details for the people on the mailing list.  You need to understand, instead, where the names came from, how up-to-date is the list, how are demographics compiled, etc.  Working with the right list is key – you can offer a free $100 bill to the wrong list and they won’t respond.  Take the time to find out who you’re marketing to and be sure they match the profile of your ideal client.

Working with someone else’s mailing list can be extremely lucrative or it can be a complete flop.  As with all of your marketing efforts, be sure to test and keep track of your results.  Direct mail success is an art, and you would serve yourself well to spend some time getting educated on its complexities.