The Gary Halbert Letter, Exact Name Mailing List

(216) 333-6070

Now, once you decide which lists you want to mail, you should also give some consideration as to how you are going to eliminate "deadwood" names which probably will never become one of your customers. Some of the ways you do this are very simple and only require a little common sense. If, for example, you are selling something that only appeals to women, you instruct the list broker or list owner to simply eliminate all men from the list.

However, it's not always that simple. Suppose, for example, you are selling an upscale product with a big price tag... and... you know lower income people are not good prospects for you. Well, what you need to know here is some of the bigger list companies like Donnelly & Polk use what is known as a "demographic overlay." What this means is each name on their files is "coded" with info about the aggregate value of the vehicles they own, their education and income level, their marital status and a dozen or so more "life-style indicators" which enables you to select only those people who are most likely to purchase your goods or services.

Another way you can choose people is by ethnic groups such as Italians, Germans, etc. And if, for example, you are publishing a magazine like Ebony that is written for a Black audience, you can ask for only those people who live in Zip codes with predominately Black households.

On the other hand, you can also eliminate Black households from your mailings if you are selling something which only appeals to Caucasians.

So, no matter what mailing list you decide to use, be sure and discuss the "selects" available with your list broker or whatever mailing house you are using.

In conclusion, I'd like to say the main things you should do, as a result of reading this Section are:

1. Browse through the SRDS List Book for several hours at least. It will really open your eyes... and... give you hundreds of ideas!