Companies which rely on direct marketing to generate sales leads should consider investing in business lists tailored to their target client base, it has been suggested.

Stephen Fairley, chief executive officer of the Rainmaker Institute, says tailored business lists which take into account factors such as the location, income, buying behaviour and lifestyles of potential consumers can be of benefit to many direct marketing firms.

In a Rainmaker blog he says: “You can purchase a really targeted list based on your ideal client profile and use it to test a variety of promotions or special offers.”

Mr Fairley said firms wishing to enhance their mailing lists should ensure there is a facility for potential customers to register their details displayed on the company website’s home page.

The Rainmaker Institute is a US based firm specialising in attorney marketing for small firms, which claims to have helped more than 6,000 attorneys generate increased referrals.

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