When you first started out as a business, you probably did not have a list filled with interested customers, also referred to as a "house list." And if you’re like most businesses, whether you’re five minutes or 20 years in, you’re still actively working to grow that house list, whether it's a direct mail list or an email list. You want high-value, engaged customers ready to invest in your products and services, which means you need ironclad methods for bringing those customers — and their contact information — in and getting it all on your list.
We know it can feel laborious to jump through all the hoops of building this list, but it’s well-worth the effort in the long run.
At Integra, we’ve helped hundreds of customers in dozens of diverse industries build their own house lists with various facets of print marketing. Stick around to learn our trade secrets and see exactly which types of print marketing can help you in the same endeavor.
1. Use Direct Mail to Grow Your Internal Email or Direct Mail List
You can use any type of direct mail route to grow your house list, but you have to be strategic about it. Here’s how:
- Strategy: Utilize direct mail campaigns to encourage recipients to engage with your brand online. Tailor your message to highlight the benefits of joining your house list, such as exclusive offers, valuable insights, or early access to new products. For EDDM campaigns, where specific recipient data isn't initially available, include a compelling call-to-action that directs recipients to a landing page where they can sign up and provide their contact information.
- Execution: Design your direct mail pieces with a clear and enticing CTA, using QR codes or easy-to-remember URLs that lead directly to a sign-up form on your website. To increase the effectiveness of targeted mailing, use the initial data from purchased lists to personalize the mailers and follow up with respondents to further refine your house list based on engagement and interest levels.
2. Host Exclusive Events Advertised Through Flyers and Invitations
People love exciting events, and if you draw enough appeal, they won’t mind signing up to attend. In fact, they may even sign up and not attend, which isn’t ideal for your event, but still works for the house list. Here’s how it works:
- Strategy: Create buzz and exclusivity around an event by distributing beautifully designed flyers and invitations. Encourage recipients to register online, which will provide a perfect opportunity to capture their contact information.
- Execution: Place a QR code on each print piece that leads directly to an online registration form. Make sure the form is simple yet captures essential information, adding each registrant to your house list.
3. Implement Comment Cards or Feedback Forms From Qualified Buyers
If they fill out a feedback form, you’ll get valuable information about your product’s perceived value, but you’ll also get direct information about customers you know have shopped at your location. Even if they send in negative feedback, they’re clearly open to your product or service. Here’s a breakdown:
- Strategy: Use comment cards or feedback forms included with products available at your physical location to gather customer insights and contact information.
- Execution: Encourage customers to fill out the form with their feedback and contact details, offering a future discount or entry into a giveaway as an incentive.
Wondering how long your choice of print marketing might take in production? Click below to use our turnaround calculator tool and get an estimate of your project’s timeline.
4. Create Valuable Content in Printed Newsletters
If they’re interested in your printed newsletter, chances are, they’re a qualified lead for your house list. Gather that information with the following steps:
- Strategy: Produce a high-quality, content-rich printed newsletter that offers valuable information, industry insights or exclusive deals.
- Execution: Offer the newsletter for free at your business location or events, requiring individuals to provide their contact information to subscribe to future editions.
5. Try Catalogs/Magazines with Exclusive Email or Direct Mail Membership Sign-ups
Similar to the newsletters strategies, anyone reading your catalog or magazine likely has a vested interest in the things you put on offer. It’s not too far a leap of faith to believe they may want to become members of your loyalty program or publication recipient list. Try this:
- Strategy: Incorporate a special section within your printed catalogs or magazines that invites readers to sign up for an exclusive membership or loyalty program. This program could offer early access to new products, members-only discounts or valuable industry insights.
- Execution: Design this section to stand out visually and include a clear, compelling call-to-action. Utilize a QR code or a short, memorable URL that directs readers to a sign-up page. Ensure the sign-up process is streamlined, capturing essential contact details and preferences.
6. Build Business Cards With a Digital Twist
For many of us out there in the working world, handing out a business card doesn’t cause us to bat an eye. If you’re similarly handing out your own business card like candy or constantly restocking a shopfront collection of them, why not make them better at gathering email and mail list data? Here’s how:
- Strategy: Transform traditional business cards into a tool for digital engagement by including a QR code that links to a special offer, a sign-up page for your newsletter or exclusive online content. This approach turns a simple meet-and-greet into an opportunity to grow your house list.
- Execution: Ensure the design of the business card clearly indicates the value of scanning the QR code. The landing page should be mobile-friendly, reflecting the immediate action you're asking someone to take. It should also, of course, include a form to capture contact details, seamlessly adding them to your house list.
Which Direct Mail List Expansion Trick Will You Try in Your Next Print Marketing Effort?
Building a house list is an ongoing process that requires creativity, consistency and a focus on providing value to potential subscribers. By leveraging the tangible and personalized nature of print marketing, you can effectively engage your target audience, encouraging them to willingly share their contact information.
Remember, the key to a successful house list lies not just in its size but in the quality and engagement of the subscribers you gather. With these strategies, you're well on your way to creating a valuable asset for your business that will pay dividends in customer engagement and loyalty.
Are you looking for someone to help you execute the printing plan you’ve come up with here? Feel free to reach out to an Integra specialist to get your project started.
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