Today's blog from Keith Cunningham wisely reminds us of the importance of maintaining updated direct mail marketing lists:
It's that I've been consistently receiving direct mail pieces from each station since 2001, for both the spring and fall books. Kudos to Clear Channel for actually spending money on marketing and not taking the success of brands like KIIS and KOST for granted. But there is a problem.
For this entire time - more than seven years - they think I'm someone else: a female who's probably between 25 and 44. In other words, their direct mail lists have been flawed for years, and as a result, they're wasting money on me, as I'm clearly not part of the target.
I'm registered to vote, my driver's license is current, and every other direct mail company seems to know who I am. So it's only these radio pieces that are misaddressed. Further, I've NEVER received another piece of mail addressed to this mystery female. And the previous two tenants who've lived at my address aren't the person they're targeting either. So we're probably looking at a decade of errors or even more.
Some of you may remember I blogged about this last year, but since I'm looking at yet another stack of spring book direct mail pieces from each station, and more wasted money, I thought I'd take the time to post another reminder. If your station is engaged in direct mail or telemarketing, make sure your vendor frequently updates their lists to ensure accuracy. While there's always going to be a certain percentage of "waste" with these programs, radio faces enough obstacles these days. The last thing it can afford is wasting money on unreliable marketing lists.