The rule in direct mail for an offer to consumers is to buy your list with consideration to
Recency, Frequency, and Monetary. The most likely person to purchase something through
the mail is a mail order buyer who has purchased an item through the mail most recently. The
next most likely candidate for a purchase is a person who buys regularly through the mail
(frequency). Third in importance is the amount they spend; the larger the figure the better.
Recency, Frequency, Monetary. RFM. A direct mail rule. Remember For Money, RFM.
When buying a list you'll probably be dealing with a list broker – like
Infinite Media - so make him earn his
commission (commission comes off the list owner's side of the sale; the broker's commission is
never added on to the cost of the list). Make him poke around, and inquire from all his
resources exactly what is best for you.
To find the perfect list or segment of a list for your product, inquire and do your list research
and homework. If you are looking at mail order buyers, when was their most recent purchase?
Is there a list of "hotline buyers"? These are people who have made purchases within the past
month, two months, six months; these people are more apt to make another purchase right
away. Hotline buyers are usually available from list brokers and mail houses at an upcharge,
and can be worth the extra money. Ask how often they buy.
Buy a List NOW
