The process begins by contacting either a list broker or manager. In the case of a reputable
broker, you will be encouraged to create a list profile, specifying the nature of the target and
the size of the list or lists you will need to reach it.
Your broker will then evaluate the universe of lists on the market against your needs. There
are over 60,000 available at this time, so a good, experienced partner is essential to making
this part of the transaction manageable. Each list that comprises the broker’s recommendation
will take the form of a Data
Card. Some brokers have a proprietary format, but in any case, the
Data Card will clearly show the key attributes of the list, including demographics, size, cost and
divisibility into selects.
All lists are the property of the list owner and you actually rent the list, typically on a one-time
usage basis rather than buying the data. You or your broker will submit a copy of your mail
piece or telemarketing script for list owner approval, submit an outline describing the criteria
you are interested in renting, pay the rental charges and the data is shipped to you.
Resident lists are produced in about four business days. Consumer and Business lists
generally take about 7-10 business days.
Remember, you only buy the medium on which the mailing list is provided: labels, a
manuscript printout, magnetic tape, diskette or 3 x 5 cards or e-mail file. All mailing lists
represent proprietary information that the owner rents to you. It should be noted that many lists can be rented for multiple uses at a lower per use cost.
