Ariss Kahan extends years of experience researching, analyzing, and compiling lists to save you enormous amounts of time and money. Ariss Kahan knows which sources are the most reliable and will produce the best results. When you make your list selection, you often want additional information to validate or enhance your selection. That's where Data Appending and File Enhancement helps you refine your search and maximize your investment.

For almost every imaginable criteria, Ariss Kahan can work their magic and allow you to build on your long term strategy, campaign by campaign.

TARGETED LISTS

Choosing the best lists for each campaign requires extensive research and verification. Targeting your direct marketing piece with the right lists makes all the difference. With more than 45,000 lists to choose from, you need Ariss Kahan's expertise to research the most reliable sources and analyze the best possible match for your target to respond to your offer.

Whether you have defined your target and goals clearly or not, Ariss Kahan often helps its customers refine the considerations that will produce the best possible results for the intended campaign. Upon defining the purpose that you want to achieve, selecting the list can involve almost every imaginable kind of criteria. This is when Ariss Kahan steps in, knowing the specific demographics and psychographics you need to reach and how to reach them. List research identifies the lists with the most likely match that will support the goals you want to achieve.

Researching thousands of lists can be very time consuming. The quality of the list and its source are often uncertain without the experience of Ariss Kahan working with you. With years of expertise in developing a deep understanding of the best techniques and working with the most reputable sources, Ariss Kahan selects the most appropriate lists for each campaign.

Response Lists or Compiled Lists - that is the Question?

Both play a role in direct marketing and each offers unique and distinct attributes to help you achieve your campaign objectives.

Compiled Lists are names and addresses derived from directories, phone books, newspapers, auto registrations, public records, retail sales slips, trade show registrations, etc. They are used to identify groups of people with something in common and are compared with additional demographic data. Compiled lists are often used to reach and evaluate an entire market. For instance, every household within a certain neighborhood, or every financial institution within Colorado, these compiled lists increase your chances of reaching an entire market.

Response Lists on the other hand, are proven buyers from a variety of sources, such as consumer catalogues, business subscriptions, of contributors to political or non-profit organizations. Ariss Kahan uses response lists when they want to use proven mail responders to maximize sales of particular products and services. These buyers have a past purchasing history which gives insight into specific interests, which makes it easier to up-sell or cross sell to these identified buyers. Just as sweepstakes and other kinds of exceptional offers draw significantly greater response rates depending on the kind of offer.

Which type of list brings the best results? Response lists generally outperform compiled lists when seeking the highest response rate possible. Consequently, you'll typically pay more for the response list over the compiled list. Other situations may require a broader reach which a compiled list provides.

Some examples are:

• A Cable company looking to reach a specific geographic area
• A Healthcare company trying to reach a specific age bracket
• A non Profit organization trying to reach a new market segment
• A manufacturing firm trying to reach businesses with revenue more than $50 million

The Bottom Line is each list type meets different scenarios and targets a specific criteria.

As you prepare your direct marketing campaign, Ariss Kahan will help you with your marketing effort in considering some of these aspects:

• To what geography...state, county, SCF, Zip Code...should I mail?
• Should I select individuals by specific titles at companies or should I title address?
• To what types of businesses should I mail?
• What size company will best respond to my offer?
• Is the age or gender of my prospect important?
• If mailing to a home address, should I consider income, home value, length of residence or other demographic criteria?
• Are phone numbers important?
• What is my budget for mailing lists?

CUSTOM LIST COMPILING:

You may have very specific needs and want Ariss Kahan to compile a prospect list from various sources from scratch; and then, build the database for your unlimited use.

MERGING LISTS:

Whether you have lists from separate internal and external sources or need to combine them from multiple sources, the process is a big challenge. When merging these lists, it often requires extensive manual effort and skills most organizations don't possess, or elaborate tools that will organize and format the lists while resolving duplicates, just to name some of the most common issues. Ariss Kahan simplifies all this for you, whether it's a single event or requires regular maintenance. Ariss Kahan's database marketing services include proprietary tools that make this a snap to do.

LIST HYGIENE:

Often lists contain addresses with incorrect information that makes a mail piece undeliverable. It's not unusual to find as many as 30% of the addresses in a list that are either incorrect or undeliverable. There are techniques and tools to identify these addresses and even correct them. Ariss Kahan has saved its clients thousands of dollars by either removing undeliverable addresses or correcting them. You are spared the waste of printing, postage and the processing effort by performing this necessary cleanup. This step in the mailing process alone will increase the return on your investment and lift your response rate. Ariss Kahan implements these tools ensuring a more reliable and more cost effective direct mail campaign.

Rely on the professional expertise of Ariss Kahan to provide complete data hygiene, processing, enhancement, and appending to give you the edge, in an expedient, thorough, and cost effective way. Data hygiene services stretch your investment by taking advantage of: Address Standardization, Address Element Correction, Zip Plus 4 append, National Change of Address, Nixie Elimination, Postal Presorting (PAVE), CASS Certify, and Delivery Sequencing.

Using Multiple Lists Leads To Incremental Lift

We strongly recommend using multiple lists to help build a better understanding of what works best, while perhaps validating what common sense often dictates yet doesn't always prove. This is why it is so important to establish your control and test, test, test, until you establish a "new and improved" control. The process is always ongoing in best practices. It continues with a new round of testing to achieve the incremental lift you desire to set your next control.

Ariss Kahan List Selection and Targeting is Crucial to Direct Marketing Success!

All direct marketers agree that the right, targeted list is crucial to the success of any direct marketing campaign. The creative design, the copy, the offer, and even the timing, are all important and contribute to the overall success of your campaign. However, a targeted list combined with the meticulous discipline of experienced marketing professional methodology is the ultimate driving force behind successful results. Ariss Kahan refers to this as a "structured sense of learning", a factor which differentiates the successful organizations from those who hope and rely on luck for results.

If you are not building on the knowledge and experience that you learn from each campaign, then you are limiting the maximum results that you can achieve from your direct marketing activities. When this methodology of a "structured sense of learning" is fully integrated into the organization's direct marketing processes, consistent, reliable, and measurable results will maximum potential.

Ariss Kahan has years of experience researching, analyzing, testing, and selecting the best combination of lists for direct marketing campaigns, whether it be printed and sent via direct mail or produced and sent via email. In fact, the time, effort and challenges in analyzing, compiling, and cleaning the appropriate lists for any campaign is why so many firms trust Ariss Kahan to handle these highly skilled components of the direct marketing campaign. Whether it is their customers directly or other agencies, they all rely on the meticulous reputation of Ariss Kahan in this area.

The result of selecting the most appropriate lists to achieve the results you expect requires knowledge and experience which saves you time and money. Why, because Ariss Kahan has developed extensive database marketing knowledge and resources to analyze the campaigns of millions of targets. Also, this leads to reducing the learning curve for its clients regarding the reputation and reliability of the sources of more than 45,000 commercially available lists to rent.

In addition, experience has developed the discipline to follow the most successful marketing methodologies of establishing controls and test, test, test which produces the incremental lift and lays the ground work for establishing the next higher control that needs to be surpassed with the next round of testing. This can only reliably be achieved through the well honed skills of the most disciplined and meticulously methodical marketing approach.

When given the opportunity to participate with the customer in the entire direct marketing lifecycle and incorporate these methodologies, a long term customer relationship is born and sustains itself for years, which is why so many of our customers continue relying on Ariss Kahan' expertise and techniques.