Mailing List
Why use it?
For one, Mailing lists generate new customer generations meaning that existing customer databases that marketers have are most likely not sufficient to maintain all future sales (E.g. List may be outdated due to prospect or consumer moving to a new address etc). Mailing list help target business or consumer prospects and supports a company’s direct mail efforts. In 2009, $44.4 billion was expended into direct mail and the lists are highly profitable for list owners.
Lingo and Terms to know for Mailing list
Rentals: These lists are almost always rented
Record (Listee): The sum of various data elements that together create each name/prospect of your list a.k.a. your target market or prospect
Re-Mail: Advertisers typically only rent list one time only. When they want to use a list more than once that’s when it is called a Re Mail. Also expect an additional fee to use the list again
Seeding (Ringers): Bogus records which list providers utilize to ensure that their rented lists are used in the way that they were contracted for and for the correct number of times. Basically protecting their investments and abuse by the rentee of the list
Nixies: Records which are undeliverable
The Check List in Selecting a Mailing list.
Its always important to keep many factors in mind when you decide to purchase a rental list to use for your marketing campaign. Here are some factors to consider before purchasing a list.
1. List Size
2. CPM
3. Avr Order Size
4. List Traits
5. Data Card
6. List Origination
7. List Usage
8. Selections Available
9. Frequency of Updates
Its very important from a Direct marketing perspective to ask all these questions to the list owner, list broker, or compiled list owner before considering a purchase.
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