BikiniLists.com

illosaurus on Mailing Lists
An interview with Ann-Kirsten Neeson / BikiniLists

BikiniLists compiles mailing lists for photographers and illustrators. illosaurus took a break from licking stamps to ask them the secrets of a successful mailout

illosaurus: When I first received one of your postcards I thought someone was trying to sell me swimwear :) How did you decide on the name, BikiniLists?

Ann-Kirsten: We wanted a brand name that would be memorable and multi-lingual.

It must be difficult to manage a database of contacts in an industry where people move around so much. Is it frustrating working on something that is never finished?

Challenging rather than frustrating. We add new sectors and job types all the time, so the challenge is to keep all the contacts up to date - it's a bit like spinning plates!

So how do you maintain quality?

Our subscribers tell us if the quality is not what they expect. We have rigourous checks built in and our researcher makes sure that only the contacts involved in commissioning go on the database.

Why did you decide to offer subscriptions rather than selling one-off lists?

Subscription is a better model for everyone. Having year-round 24/7 access to marketing data is a must for subscribers - no more out-of-date lists gathering dust on the desktop. Downloading and marketing to accurate lists in manageable chunks is the method most busy photographers and illustrators adopt.

Do you get more business from illustrators or photographers?

Marginally more photographers subscribe than illustrators.

Are there any differences in dealing with the two?

Photographers tend to be more technology confident. They also seem to be more in the habit of buying data regularly.

Speaking of technology, do you think email will ever replace conventional mailings?

No - they should always be used together. Although I see the percentage of e-marketing against postal promotions rising.

What advice would you give illustrators thinking about a mailing campaign?

Our most successful subscribers do one mailing a month on average - maybe to different sectors each time but with a consistent message. Filter your lists down to include people who are going to be interested in what you send; it's no good sending a computer image to a fashion agency. It's also a good idea to make sure you have something to say or a newsworthy subject: "Latest Award-winning Work from ..." or similar.

And finally, what advice would you give to someone trying to choose between the different mailing list companies out there?

Make a comparison on quality of data, not on price. Get free samples from each and test them out. Prices can be negotiated.