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ABC's of How to Compile, Maintain & Sell "Red Hot" Name Lists
NAME LISTS AND THEIR USE
Virtually every inquiry or buyer's name ultimately ends up on a
mailing list. Some are small lists, while others contain
millions of names. Some are meticulously maintained, while
others are carelessly handled.
For those interest in mail order advertising, mailing lists can
prove to be very valuable as well as a saleable commodity. If
you wish to increase your sales, it is often a good idea to go
into direct mail. To do this you would begin by renting another
firm's mailing lists. Or, you would rent your list of
customers' names to another firm. Either way, mailing lists
can, and do play an important part in the every day world of
mail order.
Basically, there are three types of lists. They are:
- house lists
- mail response lists
- compiled lists.
Let's examine each more closely.
HOUSE LISTS
A house list simply put is a list of your own customers. They
may be active, or inactive. They ay be inquiries or buyers.
They may have made ten purchases or just one, or in the case of
inquiries, none. They may have placed an order in the last four
months, or in the last four years. They may have spent a great
deal of money or a small amount. They may be credit card buyers
or cash buyers.
Your house list contains your most valuable asset . . . the
names of your own customers. These are the people who have
purchased from you in the past and are very likely to purchase
from you in the future. You can spend a great deal of money to
rent outside lists, but none will bring you the financial
rewards you will reap from your own customer list. These people
know and trust you, and will order on a continuing basis.
MAIL RESPONSE LISTS
Second in importance are mail response lists. These are people
who have responded to another firm's direct mail offer. The
idea is to pick out a list of customers who have ordered
products similar to those sold by your firm. Since it is a
well-known