Direct Mail

6. DIY Mailing Lists

A mailing list you compile from 'warm' prospects will usually achieve much better response and conversion rates than any rented list (see 7).

6.1 Make up a list from the following:

• Existing customers.
• Contacts. Customers, suppliers and others may be able to suggest suitable prospects.
• Names in your sales enquiry records.

6.2 Do your own research, to add more potential customers to your list.

• Try web searches under relevant keywords to find possible outlets for your products.
• Directories in libraries list company details - ask the librarian to help you. But be aware that just copying a list of addresses and sending a mailshot to them is a breach of copyright.
• Trade associations, including Chambers of Commerce, have lists of members.
• The electoral roll, at public libraries and the Town Hall, lists individuals in the area.

6.3 Think about cross-selling, to get the benefits of someone else's list as well.

• If you sell shirts and another company sells cuff-links, you may be able to do a joint mailshot and halve your mailing costs. Or you can collaborate by swapping lists of customers.
• If you keep a list of names and addresses, you must notify the Information Commissioner's Office (01625 545745).