When you build your own list, you must have and audience in mind. Who are you trying to reach? This is something you need to decide as a company and usually can be done quite easily but if you don’t know, start with who is the best candidate to buy your product? Who are your best customers and how do you find more like them? Who are your worst customers and how do you avoid marketing to more like them? Once this is established you are ready to research.
One example we can give is our own list building experience. We were working on a dimensional direct mail campaign and we wanted to reach out to local Churches. We simply Googled “Churches around me” and started going to each website. Once on the site, we were able to find a staff directory (for the most part) and pinpoint the person that we wanted to receive our direct mail piece, (i.e. someone in the communications department). We added a Church name, phone number, contact name, email and whatever pertinent information we thought we would need later on. Pretty easy but time consuming and we haven’t even gotten to part two.
The second portion of this process was to call on these contacts and give a brief introduction of our company and what we were intending to do. Basically asking if they were the point of contact for marketing decisions for the Church and if so, would they mind if we sent them a mailer. Everyone that answered said yes, who doesn’t want to get a package or letter in the mail?
Once we got the confirmation of the intended addressee, we were ready to go. Then we are ready to start marketing, measuring, adjusting, improving, and then marketing again. Refine your process as you get returns on your previous list building experience. Start small and cast a larger net as you gain confidence in your results.