If the original sale was a two-month supply of a vitamin compound, it seems reasonable to attempt a follow-up mailing every two months (after testing, of course). On the other hand, you would not expect a housewife to order an electric coffee-maker every two months. Selling or Renting Your Customer List This subject always arouses a lively controversy among people in the field. The “cons” maintain that the list will become “used up” or saturated, and when the list owner himself circularizes, a reduced pull will result. The “pros” call this hogwash and insist that the reasons a mailer fails to pull well on his own list may be unsuitable follow-up offering, poorly prepared advertising, or mail order letdown. The argument of the “pros” seems to be backed up by the experience of many mail order people. There are numerous instances on record where customer lists proved constant failures to the owner, yet other mailers to the same lists repeatedly paid out. A frank appraisal of the original item sold, usually forces the conclusion that buyer has been taken over the hurdles, or to put it in the words of a refund letter, “Merchandise not as advertised. Want my money back. Take my name off the list.” Where To Sell Your List It is suggested that the services of several established list brokers be obtained. Their nationwide connections and experience will bring many more rentals. A partial listing of some of the better known list brokers and compilers will be found in the Appendix. This recommendation need not exclude direct solicitation of companies which, in your opinion, could profitably use your list, GOOD LUCK!
For expert in-depth information on all aspects of Direct Mail, visit Direct Mail Special Report
03-06-2009
