When to Renew AO lists?

6 Replies

What is your take on renewing Absentee Owners direct mailing lists?

I am sending out 5 different marketing pieces to each AO over a 2-3 month period. Scrubbing my list as I get returned postcards.  How many pieces of marketing do you send out to AO until you are wasting marketing monies?

Your opinion would be greatly appreciated.

Greg

I recycle mine every six months... However to determine your what you market is you will need to find out the number of absentees total in your market and also the number sold each month. Divide the two and convert to a percentage and then multiply that percentage by the your list count then multiply by the cost of each mail piece then divide into the cost of a new list. The answer will be the number of months you want to refresh your list. 

total Absentees/solds*.01*count*cost/cost of list=month to refresh

Hi Michael

I'm a direct mail marketing newbie.  Just wondering about the term 'count' in your equation.  Do you happen to have a worked example you could link to ? 

Thanks

Robert

Originally posted by @Michael Quarles:

I recycle mine every six months... However to determine your what you market is you will need to find out the number of absentees total in your market and also the number sold each month. Divide the two and convert to a percentage and then multiply that percentage by the your list count then multiply by the cost of each mail piece then divide into the cost of a new list. The answer will be the number of months you want to refresh your list. 

total Absentees/solds*.01*count*cost/cost of list=month to refresh

This sounds like computational physics!  =P

Our formula... x*y/z+n*b2/thespeed of light*z+eggsovereasy = replace your list every 6 months!

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Thanks for your response.  Good thing I have a BS degree in Physics from UT.

6 Months sounds about right.  I am sending about 300-500 per week, with a staggered start. I have broken them up into smaller mailing so I can handle all of the leads coming back in.