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Posts Tagged ‘list industry’

List Industry White Paper

Tuesday, May 24th, 2011

While mailing lists are the lifeblood of direct mail marketing campaigns, the data acquisition process is outmoded. Therefore, NextMark commissioned research to better understand the core issues related to list acquisition and list fulfillment. The Evolution of List Fulfillment is the first whitepaper of its kind, leveraging the combined experience of seasoned direct marketing professionals (list brokerage and management executives), with technological expertise (NextMark) and qualified third-party editorial (Ray Schultz).

Click here to download your free copy of this list industry white paper.

Special thanks to all who contributed to this research product including:

Ray Schultz, President, TellAllMarketing

Lenny Medico, Senior Vice President of List Management, Lake Group Media

Ben Perez, former CEO of Millard Group

Fran Green, President of SMART Data Solutions, ALC

Pete Carney, CEO, Carney Direct Marketing

Geoff Batrouney, Executive Vice President, Estee Marketing Group

David Schwartz, President, Executive Confidential Organizational Consultants

Mary Jo Yafchak, Vice President of Product Management, Acxiom

Don Hinman, Senior Vice President, Epsilon Targeting

Mark Zilling, Senior Vice President, MeritDirect

Charles Morgan, former CEO, Demographics, Inc.

Tom Berger, CEO, Cross Country Computer

Mitch Rubin, CEO, Applied Information Group

David Kanter, President, AccuList USA

Eric Smith, CEO, ListFusion/DataTree

John Papalia, CEO, Statlistics

Carolyn Woodruff, Senior Broker

James Johnson, Advisor, International Direct Response

Lon Mandel, CEO, Specialists Marketing Services

Robert Sher, Principal, RK Sher & Associates

Marlies Duke, Vice President, 4Cite Marketing, LLC

DMA Service to the List Industry (Survey Results)

Thursday, May 21st, 2009

Last month I created a quick poll on LinkedIn to see how direct marketing professionals felt about the DMA’s (Direct Marketing Association) service to the list industry. There may not be a ‘List Day‘ conference anymore, but almost all of the same folks are still present at the annual DMDays conference. There are list managers, list brokers, and list fulfillment providers lined up on both sides of the aisle. While the DMA has done a very good job in regards to advocacy on behalf of direct marketers, there seems to be less awareness about mailing lists than in times past — or maybe I’m wrong? Let’s look at the results from last month’s poll on LinkedIn.


DMA Service GraphThe overall results are normally distributed with a minor skew towards needing some improvement. It is interesting to note that the female respondents gave the DMA more favorable ratings than the male respondents. Maybe the guys have set higher expectations for the list industry, or maybe we’re just jerks — well I don’t think so, because only 2 of 45 of us voted that the DMA had jumped ship. The response profile (gender) was 54% male and 46 percent female, so there’s no bias in the weighting. Feel free to share these results at DMDays next month, and let Mike Gamson know that we conducted the poll on LinkedIn. 

Rate the DMA on LinkedIn

Friday, April 10th, 2009

The Direct Marketing Association (DMA) was founded in 1917, and currently represents more than 3,400 companies in the United States and 48 other nations. NextMark and many of our clients are also DMA members. The organization "advocates for responsible marketing and promotes relevance as the key to reaching consumers with desirable offers," as noted on their web site.DMA LinkedIn Poll With 40 percent of a campaign's success dependent on choosing the right lists, it is clear that targeted list research is an important part of the direct marketing process. So how are they doing with the list side of the business?

I decided to conduct a quick poll on LinkedIn to find out what marketing services providers are thinking on the subject.

When I walk the aisles at the DMDays conference each year, I see dozens of list companies lined up with innovative solutions for helping mailers with new customer acquisition; and I know they paid good money to be there. Let's see what they think and how it might be paying off.

Not a member of the NextMark group on LinkedIn? Click here to join.

2008 List Industry Trends and Observations

Monday, December 29th, 2008

It’s the economy that’s driving it all – resulting in demand for efficiency, international collaboration, and strict guidelines for media investments.

Migration to Integrated Online E-Commerce Solutions

An increasing number of direct marketing services providers are leveraging economies of scale via e-commerce solutions. Online application services providers (ASPs) are enabling direct marketers to share the same language and non-proprietary data, while eliminating redundant tasks related to data entry and conversion. Managed hosting solutions also provide enhanced security for proprietary information and disaster recovery services at a much lower cost. This trend will continue for as long as the demand for efficiency exceeds the resistance to change.

Global E-Mail List Demand

Google and the other major search engines are sending e-mail list buyers around the globe. Not all of them pan out to be the best prospects for U.S. based list and data providers. However, many of them are looking to replicate some of the best practices that have worked so well here at home.

International representatives, like Maurice Williams—Chief Marketing Officer of Singapore Post, were actively engaged at DMA 2008 this fall. I was very impressed by contributions Maurice made during a focus group we attended together. We’re seeing some new interest from international list managers looking to market their files (e-mail and postal) on U.S. based search portals.

List Marketing By the Numbers

We’re more likely to see space advertisements with dedicated 800 numbers and contextually targeted advertising solutions with real time results, than mass media efforts during halftime this winter. Discretionary dollars are being redefined, and marketing directors are getting wiser. If the results of the program aren’t measurable, then it’s a tough sell nowadays.

Follow our marketing blog for more information regarding list industry trends, or visit the marketing glossary for hard to find definitions for list industry terms.

Search Engine LIST Marketing – Where Is It?

Tuesday, November 20th, 2007

Be encouraged! The mailing lists industry is not dying; it’s evolving – into a dynamic, data-based infrastructure of targeted direct marketing opportunities –and the World Wide Web is bringing it all together. You might be asking, “Shouldn’t this article be listed in the Search Marketing column?” Not really, this is a message for list managers, list owners, and database compilers who simply want to leverage their assets and increase revenue. This is not another promotional effort to redirect marketing dollars to paid search campaigns, and it is not another empty promise. Furthermore, I promise to keep it simple!

The birth of the World Wide Web, circa 1990 coincides with the learning age for the next generation of direct marketers. These search-minded entrepreneurs and business professionals are ‘googling’ their way to the top, and are less inclined to depend on traditional methods for learning about their respective markets. Furthermore, those who are looking for innovative customer acquisition strategies are turning to the Web. “OK, but how does this tie back to my efforts to generate list rental revenue for my list owner?”

Image003_3 The same basic search engine marketing principles apply. For starters, take a visit to Google and run a quick search on the mailing list you are trying to promote: i.e. "Advo mailing". You might be surprised by what you see. If you’re doing a good job with search engine optimization, then the mailing list promotional link could actually appear above the list owner’s corporate site – and all this happens without paying a cent for paid search.

For list managers and list brokers, you also want to keep an eye on your competitors’ rankings. Surprisingly, you may find out that you’re not too late in getting on top of the organic search listings. Take a look at the search results for “list manager” and “list broker”. What do you see? How far down the list did you need to scroll to find your company’s name? Are any of your key competitors on top? If you’re looking for the big names, then you may need to go deep; so seize the opportunity and embrace search engine marketing for your list business. It takes time for your web pages to get indexed, so the sooner you get started – the better.

Check out the direct marketing glossary to learn the lingo for search engine optimization and list marketing.