Here’s an interesting corollary when it comes to mailing lists and databases: “A good list has the potential to generate a good response with an ‘average’ sales message. But a bad list won’t yield the response you need, regardless of how spectacular your sales message may be.”
In the world of lists and databases, you better believe that there are good names on not-so-good lists and bad names on some great lists. So, what makes a list “good” or “bad?”
Essentially, a bad list is one that’s simply not targeted. The more “random” or broad the list is, the less value it has — unless, of course, you have a product or service you can sell to everyone at every address in America.
Marketing to large numbers of people, hoping that some will respond, isn’t proper list selection and deployment. This is called “guessing.” And guessing who may buy — along with hoping that many will buy — probably won’t generate many responses.
A good list, on the other hand, is one that is targeted. A good list is the one that matches your offer with people who are likely to be interested in what you are selling.
A smaller, more targeted list is of greater value, response wise, than a larger list that isn’t targeted. Although keeping names on a list for “old times sake” may make you feel good, it does not add to the value of your list.
Good lists include people who have made themselves known to you as being interested in what you have to offer. When someone requests information, they are saying, “Tell me more. I’m interested and willing.”
Good lists include people who match a certain profile. In its simplest form, this profile can include age, income, and education. It can also include incredibly specific information such as yacht ownership, number of vehicles in the household, hobbies, and travel.
Good lists are those you can use again and again. When you look at your list and determine that there is both short-term and long-term potential in the names, this is a sure sign that your list has value. When your list performs admirably three or four times in a row, you know you are on the right track.
Good lists are dynamic. They never stand still.
