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Welcome back to Direct Mail 101.

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In our last video,
we defined our target audience.

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So now it's time to reach that audience.

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It's time to create your mailing list.

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There are two main types of lists:
House Lists and Broker lists. House lists

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are lists of customers
who already have info for. Yup, in-house.

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They're a great place to start
if you're looking to ramp up loyalty

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or get the word out
about a new product or promotion.

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Broker lists are lists of customers
that you can buy or rent.

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These are great if you're looking to reach
new customers or expand

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into new markets.

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Thousands of companies sell lists
ranging from home owners and gamers

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to travelers, music lovers
and everything in between.

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Now, if you want to learn more
about these lists or any of the topics

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we're discussing, remember,
you can always go to USPSDelivers.com.

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Otherwise, let's move on.

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When it comes to Broker Lists,
there are two types

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Response Lists and Compiled
Lists. Response Lists

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contain customers who responded
to marketing efforts in the past.

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They're typically more expensive,
but produce better response rates.

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Compiled Lists contain contact information

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pulled from public credit files
and tax county files.

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They include customers
who usually fit a certain demographic

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but haven't made any purchases.

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Now, going back to our clothing shop
from the last chapter, Milo & Mel.

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since we're looking to promote
a Memorial Day sale with new summer styles

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to our existing customers, our in-house
lists are a great place to start.

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If we also want to promote our sale and

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brand to new customers,
a Broker List might work as well.

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So when you're creating your mailing list,
think about the message

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you want to send, and which customers
you want to send it to.

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Now, you should have
a pretty solid foundation

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for how mail works and how to get started
with your first campaign.

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Which means you're finally ready
for the fun stuff -

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creating your mail piece.
See you in the next chapter.