Ask your list vendor for the names and numbers of businesses that have purchased the list in
the last six months. Think of it as a reference check.
Contact the businesses who have used the list in the recent past and ask them what they used
the list for, what kind of response rate they got and how many returned mailers they received
due to bad addresses. This is a good time to ask any other questions you have.
Of course the total of the list or lists is part of the value equation. Combined with the costs for
the piece and the postage, compared to a reasonable response rate, you'll be able to
determine if the list is worth the price. Having a skilled negotiator in the person of a broker on
your side will help improve the value of this important part of your effort.
