SMBs to be Heavily Targeted with Direct Marketing

Marketers have long relied on direct mail and e‑mail to reach potential customers with their pitch. Established marketers often work with their in-​house list comprised of current customers and for e‑mail, these folks have typically opted to receive these communications. But for businesses just starting out, a long-​standing marketing strategy has been list rental. New statistics on the types of lists in demands this year reveal which marketers will be targeting specific types of clients.

The analysts at Worldata List Price Index track trends in direct mail and e‑mail list rentals on a quarterly basis. Ray Tesi, the firm’s senior vice president notes that their most recent report shows “many technology, financial services and business marketers are seeking to reach the up-​and-​coming entrepreneurs who built their own companies out of the recent recession.” This intelligence is linked to the significant price drops for list rentals that target small businesses. The cost per thousand to rent a list of names recorded declines in the following categories:

  • Permission-​based Medium-​Large Business Email $251
  • Permission-​based Small Business Email $143
  • Small Business General $93

At the same time, a rising price for a list rental signifies that marketers will be sending fewer appeals to specific customer types. This year, the Worldata index shows that books and CDs, consumer magazines, and donors categories are all experiencing higher list rental prices. The average price to reach 1,000 consumer book and CD buyers has risen to $111 while a similar list of donors will cost a marketer about $85.

However, one of the brightest aspects of this data is the anticipated economic recovery for SMBs who will likely have some of their own marketing to do.

[Source: 2012 Trends Reveals in Worldata Index. Listpriceindex​.com. Feb. 2012. Web. 28 Feb. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.