Evaluating Lists

[vc_row parallax=”content-moving” center_row=”yes” css=”.vc_custom_1447334352492{margin-bottom: 10px !important;padding-bottom: 10px !important;}”][vc_column][vc_row_inner css=”.vc_custom_1447334280477{margin-bottom: 10px !important;padding-bottom: 10px !important;}”][vc_column_inner width=”1/2″ css_animation=”bottom-to-top” css=”.vc_custom_1441111752847{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_single_image image=”3272″ img_size=”full”][/vc_column_inner][vc_column_inner width=”1/2″][ultimate_heading main_heading=”Evaluating Lists” heading_tag=”h4″ spacer=”line_only” spacer_position=”bottom” line_height=”1″ main_heading_margin=”margin-bottom:25px;” sub_heading_margin=”margin-top:25px;” spacer_margin=”margin-top:40px;margin-bottom:10px;” sub_heading_line_height=”desktop:21px;”]

The most important element to consider when selecting lists for an international mailing is the list/country combination. Response by country within the same list can vary consistently by 1000% and more. When using regional or global lists, it is absolutely essential to monitor comparative response by country within list across all the lists you mail. Simple response analysis software can help you do this. If you don’t do this, and many mailers don’t do it, you can waste a lot of money. The process of carefully testing new lists and new countries helps you build the universe of good lists and good countries that work for you.

[/ultimate_heading][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row center_row=”yes” css=”.vc_custom_1447334291748{margin-top: 10px !important;padding-top: 10px !important;}”][vc_column][vc_tta_tour style=”modern” shape=”square” color=”orange” active_section=”1″ el_class=”test-tab” css=”.vc_custom_1446925823291{padding-top: 5px !important;padding-right: 5px !important;padding-bottom: 5px !important;padding-left: 5px !important;}”][vc_tta_section title=”Test Regional/Global Lists First” tab_id=”test-regional-global-lists-first”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]

These lists consist of individuals and businessmen in many countries who have responded previously to an international offer from offshore. Except for those on controlled circulation magazine lists, these individuals, by responding, have demonstrated their ability to charge an international credit card or remit a U.S. dollar bank draft. Such individuals are your best prospects internationally, and should be “creamed off” first before mailing local lists in any one country.

[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Paid Responder Lists Work Best” tab_id=”paid-responder-lists-work-best”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]In this respect, international lists are no different from domestic lists. The more the individuals have paid, the better the lists work. CAUTION: such lists are sometimes diluted with old names or compiled names which reduces response. Know your listowner: if you find a list works well for you, ask your list broker what other lists are held by the same listowner. Some listowners are honest. And some cheat. If a list is continually being refreshed with new names, and it is being properly maintained, and not padded, then it should perform.

Foreign names from U.S. and other cataloger lists should work, but frequently do not. Take a recency selection when testing, but even then test cautiously.

Foreign names on U.S. owned files tend to work well, especially from high-ticket mail-order buyer files and magazine and newsletter subscriber lists. Often quantities are small, but responsiveness is high.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Magazine Subscriber Lists Are At Least Clean” tab_id=”magazine-subscriber-lists-are-at-least-clean”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]Beware of unaudited local magazine subscriber lists around the world. Datasheets look good, but often the numbers are fictitious especially when counts end with 1, 2, 3 – or even 4 zeros. This is a real warning signal.

Subscriber files which are ABC or BPA audited tend to be cleaned and updated regularly by the magazine publisher. They have a vested interest in keeping their files clean because it’s expensive these days sending copies to subscribers who have expired or “gone away”. Subscriber files are more interesting than controlled circulation files because the non-renewal rate is much higher on an annual basis so the publisher therefore needs to continually refresh their files with replacement subscribers.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Remember to Test Countries Within Multinational Lists” tab_id=”remember-to-test-countries-within-multinational-lists”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]After monitoring over a period of time, you will find that some quite big lists are worth taking for a few countries only -or even one single country which is currently “hot”! [/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Controlled Circulation Lists Can Work” tab_id=”controlled-circulation-lists-can-work”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]“Free offer” generated lists tend to be marginal – however, there are exceptions. Management selections tend to work best for a wide range of offers, whereas technical or specialist job functions work less well unless an offer is very targeted, but even then a top management selection often performs better.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Compiled Lists in Smaller Hot Countries Work” tab_id=”compiled-lists-in-smaller-hot-countries-work”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]Even trade directory and telephone book names work well in certain Caribbean, African, Pacific and Middle East countries where no other local lists are available. In larger markets, such lists work for 6 months after they are first compiled, and then die. Business-to-Business mailers are often successful slugging a job title on to a compiled or gathered company name and address. Company addresses change less frequently than employees, and it’s better to have a descriptive job function on your label than a named employee who has left the company.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Roll-Out Locally” tab_id=”roll-out-locally”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]Globally, the list universe is not large. You can only reach larger volumes when you begin to roll-out to local lists on a local basis at Stage 2. Stage 1 is to test a range of potential local markets from offshore, using the “Offshore Strategy” and multinational/regional lists, BEFORE investing in and taking risks in any one onshore market. In many markets you may need to use local language on roll-out.

Meanwhile you can only continue to mail smaller countries from offshore especially where there is no local DM infrastructure and no local lists. But collectively all such countries represent a sizeable and growing universe of names which can only be reached using an “Offshore Strategy”.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Global and Regional Business Lists Work for Consumer Offers” tab_id=”global-and-regional-business-lists-work-for-consumer-offers”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]There are relatively few Mail-Order Buyer files which are multinational. Most are local files generated locally using local lists or using off-the-page advertising in local media.

Businessmen and professionals on business newsletter and magazine subscriber files, and merchandiser buyer or seminar attendee lists multinationally, invariably respond well to consumer offers. After all, they are “consumers” as well as businessmen. Their most important attribute is to have responded previously to an international offer from offshore, regardless of the nature of the offer to which they have responded.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Many New Multinational Lists Coming on to the Rental Market” tab_id=”many-new-multinational-lists-coming-on-to-rental-market”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]In the old days, international mailers would “dry up” after mailing Fortune and Business Week Subscribers, Alexander Hamilton, Collin Street Bakery, Harvard Business Review and a few other multinational lists. Nowadays the situation has improved immeasurably. There are many new regional, multinational and local files coming on to the market, and many of these are performing well. The ratio of consistently successful lists to marginal and poor lists is not particularly good, but then it never has been either in international or domestic markets. When testing new lists, it’s always advisable to take a “recency” selection where available.

One of the most exciting developments is that many more countries are responding well to international offers from offshore than ever before, which is gradually increasing the universe of names available to international mailers pursuing an “Offshore Strategy”. The Internet is also generating new lists with both postal and email addresses.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consult MLG” tab_id=”consult-mlg”][vc_row_inner][vc_column_inner css=”.vc_custom_1438521814070{padding-top: 20px !important;padding-right: 2% !important;padding-bottom: 20px !important;padding-left: 2% !important;}”][zozo_vc_feature_box title="" title_type="h5" title_align="left" content_align="left" button_style="button_style" button_text="Click Me"]MLG has specialized in brokering multinational and the most responsive local lists since 1983. The company’s knowledge of lists that are currently responding well, and equally important, the countries around the world that are responding well above average, is unrivalled. You can avoid wasting money on poor markets and marginal lists by consulting MLI at an early stage in your planning.[/zozo_vc_feature_box][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_tour][/vc_column][/vc_row][vc_row css=”.vc_custom_1454950414329{margin-top: 0px !important;border-bottom-width: 15px !important;padding-top: 5px !important;padding-bottom: 5px !important;}”][vc_column css=”.vc_custom_1454950447934{border-right-width: 1px !important;border-right-color: #ffc400 !important;border-right-style: solid !important;border-radius: 1px !important;}”][zozo_vc_section_title css_animation="bottom-to-top" title="Indian Lists Managed" title_type="h5" title_margin="2px"][/zozo_vc_section_title][zozo_vc_clients_slider css_animation="bottom-to-top" images="3139,3138,3136,3141,3140,3137" custom_links="#,#,#,#,#,#,#,#" infinite_loop="true" pagination="false"][ultimate_spacer height=”25″ height_on_tabs=”10″ height_on_tabs_portrait=”10″ height_on_mob_landscape=”10″ height_on_mob=”10″][vc_empty_space height=”16px”][vc_btn title=”View More” align=”center” link=”url:http%3A%2F%2Fwww.mailinglistsglobal.com%2Ffinal-list-managed%2F||”][/vc_column][/vc_row]