Sanitary & Heating Engineering Volume 97-98

Sanitary & Heating Engineering Volume 97-98

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1922 edition. Excerpt: ... to Special Lists list was no good. _Is it any wonder that the returns from the direct advertising campaigns decreased? The estimates of specialists in the preparation of mailing lists report that on the average, a list ofh0useholders is subject to from 2o to 25 per cent changes each year. Hence the old nursery rhyme chosen for our text, at the head of this article. One might almost say that any direct advertising campaign is as good as its mailing list: and just as the chain is no stronger than its weakest link, the ultimate success of the campaign depends upon the degree of perfection of the mailing list. But perfection is not the only point to remember. One of the largest mail order houses, competing with practically every dealer who reads this, has set down three rules for the compilation of their mailing lists: "First, aceuracy----names and addresses must both be correct to insure delivery of the message. Second, fertility. It must cover only actual prospects, that is, people who can reasonably be expected to have a real use for your goods.."lany articles have been published telling you how to compile a mailing list; often the telephone book is suggested as the backbone of your mailing list. Less frequently you have been referred to the local Social Register---if you happen to be selling either a high-priced article, or an article which can be used only by the ultra-exclusive classes. Tax records have been suggested to you, likewise the list of automobile owners. One very successful user of direct advertising has a;most-unusual method of compiling an effective mailing list, and keeping it that way. Its employees are numbered among the members of every local fraternal lodge, society, or other social organization. more

Product details

  • Paperback | 546 pages
  • 189 x 246 x 28mm | 962g
  • United States
  • English
  • black & white illustrations
  • 1236941691
  • 9781236941695