J.P. Morgan Iraq and MENA Trade Forum Tuesday 25 September Presentation
Direct Marketing List Processes
1. BorgDirect Marketing
Direct: 415.682.4304
Fax: 415.520.2317
P.O. Box #225022
San Francisco, CA 94122-5022
www.borgdirect.com | Member: DMAnc
Email: Steve@borgdirect.com OR sales@borgdirect.com
Direct Marketing List Processes
2. List Ordering Procedures
While there are several top direct marketing courses available, most, if
not all, generally do not go into detail on the actual ordering &
campaign processes.
This presentation assumes the list or lists being ordered have been
identified for the campaign, all counts have been run and pricing
confirmed.
This includes whether prepays would be required depending on the
history of the account.
The Industry’s List Management/List Brokerage firms generally all have
similar ordering policies & procedures.
The List Vendors/Mgmt firms generally prefer to work directly with
professional list brokers and those with prior experience/knowledge of
how the process works.
List professionals are problem-solvers. There will aways be some
issues that crop up on campaigns, whether caused by human errors or
otherwise that will require attention.
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3. Before any postal, phone or email list rental is to proceed, it is highly
recommended that a copy of the email creative, postal mailing piece
or phone script is submitted to the list mgmt firm for clearance
(approval).
Once the offer is approved, the list company will require a purchase
order to proceed with the order processing. The broker places the
order to the list mgmt firm on behalf of the mailer (or agency even
though they are not the actual mailer).
The postal or phone rental data may be able to be sent directly to the
mailer. All depends on the list mgmt firms and their list owner’s
policies. Some require their postal lists to be sent directly to a 3rd party
mailhouse or telemarketing bureau.
Multichannel orders (more than one medium) or reblasts technically
should be placed on separate orders.
All mailing lists have minimum order quantities, usually 5,000 names,
regardless of the medium being ordered. B2b lists can have 10,000
name minimums
List Ordering Procedures
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4. Postal/Phone List Ordering
Procedures
The select criteria to order must be very clear &
best to reference on the purchase order an ID# or
query count # supplied by the list mgmt firm for
them to reference.
Shipping address for mailhouse or telemarketing
bureau (call center) address included.
Medium to use: Options include Labels, Excel file,
.txt files.
Identify any keycodes to apply to the ordered
records or to be segmented in particular manner.
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5. Email List Ordering Procedures
The select criteria to order must be very clear & best to reference on
the purchase order an ID# or query count # supplied by the list mgmt
firm for them to reference.
Since the email list is for rental (subscriber list), the renter/mailer &
broker will never see the actual list itself, only the bureau has access to
the file. This is in keeping with Can-Spam laws & industry compliance.
Once the email creatives are received from the mailer or agency &
submitted to the list bureau, they will do the setup & deployment of the
tests (usually matching HTML & Text creatives however the mailer may
choose to have only text OR HTML provided).
The test seeds should be receiving all of the tests directly for review.
No final deployment will occur until the mailer or client provides
approval. Final blast seeds may include new addresses not used for
the tests.
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6. Email Checklist to Proceed with
Campaign
HTML creative: Full, final copy with images in place sent as a
separate attachment. All images must be hosted. Let us know
if you require assistance with hosting at time of ordering.
Plain TEXT version - Sent as an attachment in Notepad or
Simple text. Word documents are not sufficient.
Company postal address (no P.O. Box), opt-out link and
privacy policy link located at bottom of creatives.
All links should be live for testing to proceed. Any changes to
creative may delay the deployment date.
From Line: (Company name)
Subject Line: Call to Action
Test & Final Seed List: 10 email addresses or less (Each for
testing & final blast)
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7. Email Checklist – Cont’
Opt-Out Suppression file in .csv format. (If file exceeds
certain amount, additional suppression charge may apply).
Let us know if 3rd party suppression will be required at time
of ordering – Typically the cost is double for this and not all
list owners permit their list data to be released for this
process.
Tests: Typically up to 3 free tests are permitted then
charges for subsequent tests may apply.
Tracking reports are provided by the list bureaus within 24
to 48 hrs. Email metrics will change over the course of
days to weeks hence best to wait at least several days
before drawing conclusions on the campaign.
During HTML & Text testing there will likely be required
changes on the text or HTML.
BorgDirect Marketing 20147
