Frequently Asked Questions
What is the difference between a business to business list
and a consumer list?
Business to business lists are lists that target people at their place of work
and consumer lists target people at their home. Selection of a business to business
list or a consumer list will depend on the target market and product/service you
are aiming to promote or sell.
How are business to business lists sourced?
There are various means by which names are gathered:
- Subscriber Lists:
These names are sourced from subscriber databases to magazines and
trade journals. Effective lists as subscribers usually have a
specific interest or focus.
- Compiled Lists:
These names are researched rather than produced as a by product of
direct marketing activity.
- Response Lists:
Response lists differ from other list types as the individuals
have demonstrated that they will respond to a direct marketing
offer and they have also defined themselves as having a specific
interest.
- Exhibition Lists:
Lists of individuals registered as attendees at trade exhibitions.
- Merged, pre-deduped lists: Created from more than one source to offer broader
coverage of markets, usually for cross industry marketing.
- Cold Lists: These
lists have no affinity with the list owner.
- In-house Lists: Your own customer and/or prospect database.
What is the difference between a list owner, manager and broker?
A List Broker is a specialist who makes arrangements for a client to use the
lists of other list companies.
A List Manager is employed to promote & sell the lists of the list
or data owner.
A List Owner has compiled or developed a list or database as a result
of their own activity and investment.
How can I measure the effectiveness of my mailing?
The simple answer is coding. Coding the response mechanism if the responder
is to reply by form or reply card or by asking the customer to read out the code
if responding by phone. The effectiveness of a mailing can be measured by cost
per response and ultimately cost per sale.
Cost per response is calculated by dividing the mailing costs by the number
of responses you receive.
Cost per sale is achieved by dividing the mailing costs plus fulfilment costs
by the number of orders received.
What is the typical response rate for a business to business
direct mail campaign?
A response rate depends on a multitude of factors including the offer, pricing,
timing of the mailing, the quality of the list and the response device. However
"typical" response range from between 0.2-3%.
Generally direct mailings that achieve a response rate of higher than 0.5%
tend to break even, which is one of the reasons it is so easy to justify - Anything
above this figure then generates payback, while helping to reinforce the brand
within well targeted prospect groups.
How important is the list selection?
Direct mail success is dependent on the selection of your list. Besides
your offer (the product and its price), list selection is the most important factor
in determining your direct mail response. Outstanding copy and design, for example,
might pull double the response of a poorly conceived mailing piece, but a highly
qualified subscriber list can significantly out pull a cold list by a ratio of
10:1.
What is a List Rental Agreement?
When a you are ready to rent data from Mardev, you will be required to complete
and sign our List Rental Agreement. This is a legally binding document which outlines
the terms & conditions that the List User and mail house must abide by when
using our data.
How do I select the right list?
Your best customers will have certain features in common. First, determine
what these similarities are, by looking for common postcodes, industries, job
titles etc. Having done that, we can then recommend a list that has features in
common with the profile of your best customers. The closer the match between our
list and your customer list, the better your response rate will be when you use
our lists.
What should I test?
You can test almost everything, but everything is not worth testing. Given
a limited budget and time, you should test only those variables that are likely
to have a significant effect on your response rate. Which list is the best? The
only way to know for certain which list will respond the most favourably to your
product is though a test mailing.
Make Mardev your partner in testing. For instance, when you want to test a
small portion of the list, ask us to supply you with what is called an nth name
selection.
What is a good test?
You need to mail 1,000 to 2,000 names per test cell in direct mail to get statistically
valid results.
What is nth name selection?
Random selection of every nth name. For instance, if you wanted to test 7,000
names from a 70,000 list, you would select every 10th name. That is, the computer
will select every tenth name as it randomly goes through the list. A random nth
name selection ensures that you get an average, unbiased sample that represents
a typical cross section of the list.
How big should the roll out be?
Based on a successful test, you can roll out with confidence to a mailing between
5 and 10 times the quantity of the test cell.
What are the key variables in direct mail?
The variables likely to yield the most dramatic differences in response in
a test include list, offer, pricing and sales appeal.
What is merge/purge?
The process of running multiple lists against each other to remove duplicate
names and produce a single unduplicated list for mailing purposes.
How is Mardev different from the rest?
Mardev is associated with Reed Business Information(RBI), the world’s largest business
information supplier. We have access to over 300 B2B databases worldwide,
including 300,000 Australian subscriber records.
Is there a minimum order?
Yes, there is a minimum order of 2000 records
Is there a guarantee on the deliverability of the lists?
As a result of our outstanding quality we guarantee 95% deliverability, or
we will refund each mailing record over 5% at pro-rata.
* Excludes WALF Files and CPG files
How much does it cost?
| RBI Lists (excluding RBI Financial Services
Database and WALF) |
| Cost per thousand records |
$295.00 (plus GST) |
| Setup Fee |
$300.00 (plus GST) |
| RBI Financial Services Database |
| Cost per thousand records |
$395.00 (plus GST) |
| Setup Fee |
$300.00 (plus GST) |
| RBI Australian Doctor Database |
| Cost per thousand records |
$350.00 (plus GST) |
| Setup Fee |
$300.00 (plus GST) |
| Worldwide Academics & Libraries File
(WALF) |
| Cost per thousand records |
|
| Setup Fee |
$350.00 (plus GST) |
Please note: *All prices are subject to change
*All prices are GST exclusive
*Min order of 2000 records applies (negotiable)
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