The Hispanic population in the United States will grow to over 103,000,000 by the year 2050. That’s a 250% increase over the current 40,000,000. Currently one in eight Americans are of Hispanic origin: 66.1% from Mexico, 14.5% from Central or South America, 9% from Puerto Rico and 4% from Cuba.
Once upon a time the list brokerage company earned 20% commission. Before the days of computers there were no ‘net’ name arrangements, because there was no merge/purge. Everyone paid “rate card.” An order for 100M names @ $40M generated $800 in profits for the list brokerage company. The average clerical employee was earning $200 a week.
While the role of the list broker is generally understood, the role of the list manager is not that clear. I have found that different people have different perspectives as to what the list manager’s job should be. I’ve been a mailer, a list owner, a list broker and a list manager, often at the same time, for 42 years. Now my role is that of list owner, with over 60 different mailing lists, and my perspective and expectations have changed. Continue reading “The Role of the List Manager”
For years everyone in the industry has conducted seasonal tests. The professionals know the ‘best times to mail’ depending on whether they’re mailing a catalog, asking for a donation or trying to sell a diet pill.
Most companies that rely on direct mail have elaborate charts that indicate the reduction in Continue reading “Triggers…When to Mail – Why Now?”
There is no doubt the new mover list is the most frequently used list in the U.S. This is not surprising since 43 million Americans move every year.
It’s during the just-moved phase that you should take advantage of the opportunity to introduce yourself and your services to the people in the midst of making all of these changes and decisions. Continue reading “Use New Mover Lists to Promote Your Business”
For many years there has been a strong demand for pre-movers ~ people planning to move. This was prompted by the moving companies, who wanted to pitch the pre-mover on their upcoming moves. When online surveys became popular, companies started asking the question: “are you planning to relocate within the next 3 months”. Those names became the first pre-mover lists. Continue reading “What Exactly are Pre-Movers and Why Should I Market to Them”
Over the past quarter century I’ve heard dozens of different statistics about the percentage of people that move every year. These guesstimates have varied from a low of 10% to a high of 25%. There seems to be a similar amount of confusion about the distance of moves and the variations by age and gender. As the creators of the ‘A Moving Experience’ mailing list, we’re consistently asked these questions. Continue reading “What Percentage of Americans Really Move Each Year”
Recent government reports provide a great deal of insight into the mobility of Americans. People move for many reasons, including a new job, a change in marital status or family size, or a change in economic status. For years major mailers have utilized “new move‟ names for their direct mail programs … because new move lists work. This new detailed analysis will help marketers understand the nature of the new move family, Continue reading “Who Moves, Where and Why”
One of the major mailing list categories is Change-of-Address (CHADS) or “New Move” lists. There are currently over 900 New Move lists on the marketplace – and each one has a number of mailers using the list. In the United States, close to 25% of households move every year.
Approximately 43 million people move every year. Continue reading “Why New Move Lists Work”
It’s amazing. You read a datacard and the description of the list that you’re planning to select appears to be a perfect match to your customer profile. You rent 5,000 names and mail them. Your mailing is a disaster! What went wrong?
You immediately double check the datacard – yes, it still looks right. Continue reading “Why Some Lists Work and Others Do Not”