Don’t Waste Advertising Dollars
The most important aspect of direct mail marketing (直邮营销) isn’t a creative letter or an attractive often It’s a good mailing list of customers. In fact, advertising professionals say that as much as 60 percent of your success in direct mail depends on getting the right names. But before you can find the perfect list, you need to define your ideal customer based on factors such as:
· Geographic location
· Age, and income level
· Profession or educational level
· Hobbies
· Size of a company
If you’re trying to sell luxury cars (豪华轿车) to rich people, it’s obviously a waste of money to mail an offer to those who earn $30 000 a year. But that’s just what some companies do. This is truly one area where you can be "penny wise and pound foolish." You can try to search for mailing lists yourself. But it’s generally best to find a broker (经纪人) who can identify the right lists for your company. Then, make sure the names are readily available. A list may be only 12 months old and has many names and addresses on it. But it can no longer be accurate (精确) because people move, close post office boxes, retire, and make other changes.
It’s very important that you can get in touch with the names on the list, because ______.