Consumer lists, in a nutshell, are the ammunition for targeted marketing. Advertisers will pay for a targeted list of names because it has been proven that a targeted mailing creates better results and more sales than the “shotgun” approach of mailing randomly. It makes sense to send your ads out to people who are interested in the type of product you are selling. If they have previously purchased a similar or same item, they are more likely to buy again, and part of the selling job is already done with a previously satisfied consumer.
There is a marketing model for buying trends that shows the potential buyer passing through a couple of concentric circles. The circles are the target area, with the centermost circle being the point at which the consumer is most likely to purchase as they move across the zones from becoming interested to buying to having purchased. Interest in buying is essential, and those who have some type of related experience, or qualifications (income, homeowner, new baby,) are more likely to buy. This is how a consumer list can help a company find those persons who are in the buyer’s circle, and may have interest.
It is easier to find a customer who is within the center “buying” circle by targeting those persons with a proven affinity for a product or service from past records, than to create action from a buyer with no experience. Overall, direct mail response runs at approximately 1% to 4% return on 100 pieces mailed. Therefore, it is important to get the best possible results from your direct marketing, and that can be done by using consumer lists to target your potential audience.
If a direct mail marketing effort is sent out to an entire zip code, it will reach many uninterested people, and much of the effort will end up in the trash. However, by using a targeting list within that zip code, the marketing effort will likely show a much better return on the investment, or ROI.
Targeted consumer lists vary in costs, and they can be purchased with or without mailing services. A targeted list is the best way to go, if you want higher success rates and sales potential. Rather than shooting in the dark, load up for success by using consumer lists to apply some targeted marketing ammunition to your next direct mail, email, or telemarketing campaign.
