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Direct Mailing List Tips Self Publishers & Business Owners Must Know

Many self publishers, book publishers,your mailing, they may want the labels
entrepreneurs, and home-based and smallto be merged if there is more than one
business owners are in the dark aboutlist, or bar-coded, which will save
mailing list rentals -- how to orderconsiderably on postage. If you can't
targeted, direct mailing lists - say foranswer their technical questions, have
a direct marketing campaign, what toyour mailing house call your mailing
look for, and what to beware of. Andlist rental company to work out the
they often make a few expensivefinal details.
mistakes. The following tips and tradeConsider the cost to mail out your
secrets will help you avoid some ofmailing piece. You might want to test a
these mistakes and help you make bettersmall number on the list first if you
decisions when you seek out qualityhave an expensive or heavy package.
mailing list services.When you do mailings First Class, you'll
First of all, generally, you rent, notget returns from the post office at no
buy mailing lists. They remain in theadditional charge. If you mail Third
ownership of the mailing list companyClass (bulk mail), you won't get
and are usually not for sale.returns. They will be tossed out at the
Many business owners rent lists butpost office, UNLESS you've printed
don't use them right away, which is a'Return Service Requested' on the
mistake. Most lists change considerablyenvelope. Then each return (nixie) will
in 30 days or less. Some lists, likecost additional postage (based on first
mailing lists of public libraries,class), or 'Change Service Requested'
prisons, hospitals, hospital gift shops,(cost based on piece regardless of
elementary schools, high schools,weight.) Make sure to check current
colleges, universities, dailycosts with the post office because they
newspapers, TV stations and radiochange their rates AND rules
stations will have very few changes.periodically.
They are fairly stationary so not asAlways send any nixies back to your
likely to move. Bookstore lists, new agemailing list company, even if there
bookstores lists, organization lists,aren't enough for a credit, which is
specialty lists, MLM lists and businessalmost always offered. This is a good
mailing lists may have a high rate ofpractice especially if you plan to mail
return. To avoid a lot of returns, rentagain to the same list soon. They
the selected lists just prior to makingusually have a time limit as to when
your mailing.they can accept the nixies for credit
Be careful about renting any mailingbecause the lists you rented will become
list that goes to individuals: consumeroutdated fairly soon.
mailing lists, seniors mailing lists,When you contract to rent a list, some
residential mailing lists, homeownersmailing list companies may require a
mailing lists and opportunity seekerssample mailing piece. This is so the
mailing lists, for example. With 20% ofcompany can determine if you're mailing
the population moving every year you maya competitive or objectionable piece.
get significant returns.The business of mailing list rentals is
But do expect some returns. As often asbased on the honor system to a degree,
we mail using lists, we always getbut this honor system also has a
returns (called 'nixies' in the trade)built-in alarm: owners protect their
from the post office. People move,data by planting decoy names (seeds) in
forwarding orders expire, people expire,the mailing lists they rent. If a
post office boxes close, and businessesrenter contracts to use a list on a
close their doors.one-time basis and uses it a second
Mailing list management and upkeep istime, the decoy will receive the
expensive. It takes a lot of time andunauthorized mailing and report the
labor for companies to compile, add to,misuse to the list owner. The decoys
clean and mail to their lists and otherare often friends or relatives of the
necessary maintenance. They also usestaff of the companies. Also, many
expensive mailing list software programsmailing list companies employ companies
which can have costly bugs of their own.that specialize in tracking or
To help you plan ahead, before you ordermonitoring mailings to detect any
your mailing lists, ask when you canmisuse. Since decoys are different for
expect the order to arrive. This caneach list order, the renter who abuses a
vary considerably from company tocontract is easy to trace.
company. Some companies can take up toMailing lists are protected by copyright
two weeks or more.and trade secret law. Any violation of a
Mailing lists can usually be ordered inlist agreement is strictly upheld by the
at least three formats - peel and stickcourts. Once a list rental contract has
(pressure-sensitive) labels or Cheshirebeen broken, the list owner has legal
(18 pound, spreadsheet-size computerrecourse to sue for compensatory and
paper--less common these days) or on apunitive damages. Punitive damages
floppy disk (used less often these days)could amount to as much as three times
or CD. You order peel and stick labelsthe value of the list and more.
if they're going to be affixed to yourAll list owners have good reason to be
mailing piece by hand. Or if you knowso protective of their data. List
how to import the lists you can orderrental is a multibillion-dollar
them on CD. If your mailing house isbusiness. There are literally thousands
going to do your mailing they'llof lists available for rental in the
probably prefer the floppy disk or CD -United States alone.
check with them on this before youIf all else fails, you can enlist the
order.help of a mail list broker. Brokers
Mailing houses used to require theusually collect their fees from the
Cheshire format instead of peel andmailing list company. Check this out
stick labels before the advent offirst.
computer technology and CD ROM. TheyIn any case caveat emptor! In any case
have machines that cut the printedyou can reap rewards handsomely from
Cheshire sheets into labels and gluesending out fliers, press releases,
them to the envelopes. When orderingpress kits, review copies of books and
lists on CD, specify the format you wantother materials via the direct mailing
to use for conversion, usually ASCIIlists you choose.
comma-delimited. You must know how toThese tips and trade secrets should help
import it when you get the disk though.self publishers, book publishers,
The mailing lists will always be forentrepreneurs, home based or
one-time use only even if they're on awork-at-home and small business owners
CD or disk. And some mailing listmake better decisions when working with
companies offer instant downloads ofmailing lists, mailing list rentals and
lists.mailing list companies.
Also if a mailing house is going to do



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