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Secrets of List Research (2nd Edition)
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A guide to the need-to-know details of list research, data cards, list tests, list rentals, enhancements and online-sourced data.
Thanks to the expert advice by legendary industry leaders, you'll learn about:
• When to work with a list broker and when not to
• How to read a data card
• The ins and outs of testing lists
• What to ask before you test
• Testing email lists vs. postal lists. What's the difference?
• What are the key variables that can impact response?
• How to use list enhancements effectively
• Hotline names — the hotter the better!
List research isn't easy, but finding the right list that responds to your offer and creative is like finding the pot of gold at the end of the rainbow.
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Description
Available as a PDF
A guide to the need-to-know details of list research, data cards, list tests, list rentals, enhancements and online-sourced data.
Simply put, the best offer in the world, wrapped in fabulous creative — BUT sent to the wrong person could put you out of business. The old 40/40/20 rule of what makes for a successful marketing campaign still applies: 40% lists, 40% offer and 20% creative.
That's right: 40% of the deal is lists! List research isn't easy, but finding the right list that responds to your offer and creative is like finding the pot of gold at the end of the rainbow.
That's why we've created this information-packed, affordable Secrets of List Research how-to guide that will help you hone your list research skills for both your offline and online campaigns. And, believe me, these are skills that are crucial for building your business that will pay off again and again.
Thanks to the expert advice by legendary industry leaders, you'll learn about:
• When to work with a list broker and when not to
• How to read a data card
• The ins and outs of testing lists
• What to ask before you test
• Testing email lists vs. postal lists. What's the difference?
• What are the key variables that can impact response?
• How to use list enhancements effectively
• Hotline names — the hotter the better!
List research isn't easy, but finding the right list that responds to your offer and creative is like finding the pot of gold at the end of the rainbow.
What's more, you'll have at your fingertips the "List Research Worksheet" — the 14 steps that will help you in making smart list decisions.
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Table Of Contents
Chapter 1
The Finer Points of List Research
by Michelle Volpe
Chapter 2
Data Cards: Guilty Until Proven Innocent
by Hallie Mummert
Chapter 3
What to Ask Before You Test
by Hallie Mummert
Chapter 4
9 Tips for Successful Email List Rentals
by Jeanne Jennings
Chapter 5
Making Better List Decisions
by Rose Harper
Chapter 6
Enhancing the List With the Right Additional Information
by Alan Weber
Chapter 7
Working With Online-Sourced Data for Postal Campaigns
by Stephanie Pont
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About Direct Marketing IQ
 The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.
Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.
Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.
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