List brokers and managers are frequently asked questions about various topics. Below is a list of commonly asked questions.
If your question is not addressed, please contact us at mail@mailinglists.com.
1. How do I buy a list?
All lists are the property of the list owner and you actually rent the
list on a one-time usage basis rather than buying the data. You 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.
2. How can I find the lists that identify my audience?
This is the specialty of a resource like
Infinite Media.
Just describe the universe of people/businesses that you want to contact and the lists will be supplied.
A good broker will have access to over 60,000 lists through various databases.
They will identify the lists that best meet your specifications and present you with a recommendation.
An added bonus is that the list information/recommendation is supplied to you at no cost.
3. How much does a list cost?
The price of the list is set by the list owner, and you are
charged based on the quantity of records that you rent. The industry standard is that you
are given a quantity discount if you order a substantial number of records.
4. What is a List Broker?
The list broker is responsible for conducting all the list research
and making list recommendations for the mailer. In addition, the list broker performs price
negotiation, clears the sample mail piece, tracks the orders, and in general is the go-
between for the mailer and the list owner.
5. Why use a List Broker?
The list broker will do all the leg work for you – research,
consultation, price negotiation, tracking details. The services of the list broker come to the
mailer at no cost. (The list broker is paid the industry standard commission by the list
owner). So, the better the list broker, the better the lists, and at no added charge for the
mailer.
6. What is a data card?
A data card is an informational brief that describes a specific list.
The data card will reveal the list description, pricing structure, list selectability, delivery etc.
To view a sample data card, visit the List Management section of the Infinite Media
website.
7. What does the /M on the data card mean?
This is the most commonly used unit of
measure for pricing. The /M stands for the cost per every one-thousand records ordered.
The mailer is charged a base rate dollar amount for every one-thousand names. Therefore,
a list that costs $90/M is the same as 9 cents per name. In addition, there is a per-thousand
charge for each selectable item.
8. Can I order just a segment of the list?
Yes! Most lists house a variety of selects for the
mailer to choose from which will help identify and target the correct audience. So, for most
lists, if your offer is geared towards a specific geography, age range, business type, etc,
you are permitted to select just those records.
9. Why is the minimum order quantity 5,000 records?
For almost all response lists, the
minimum order quantity is 5,000 records. 5,000 is typically the minimum number of records
needed to mail in order to determine if the list has actually worked successfully.
10. What is the difference between a response list and a compiled list?
Response and
Compiled lists are the two main types of lists on the market. A Response list is comprised
of individuals or companies who have taken an action. These people/companies have
purchased from a catalog, have subscribed to a magazine, have replied to a space
advertisement, or have ‘opted-in’ to receive an e-mail solicitation. On the other hand, a
Compiled list is made up from such sources as public records, questionnaires and
registration forms, telephone directories, business incorporation papers, and realty filings.
11. How long will it take for me to receive a list?
Once the sample mail piece or
telemarketing script is approved, it usually takes three to five business days for the list to be
shipped. Some list owners require a third-party ship-to address while others will ship
directly to the mailer. In some cases lists can be obtained in about 24 hours.
12. Once I order and receive a list, are the names mine to keep?
No. Your list order is
placed with the condition that you will only mail or telemarket the records one time. If a
prospect responds to your offer, then they become part of your database.
If you want to re-solicit the list, you can place a ‘reuse’ order and be entitled to contact the records again.
You will be charged a slightly lower cost for the second usage.
13. How would the list owner know if I used the list more than once?
The list owner
includes 'seed' names in each list. Seed names are dummy records that become part of the
mailer's campaign. If a seed gets solicited more than once, then the list owner will know
that the record was mailed a second time.
14. What is my guarantee that the list will be successful for me?
There is no guarantee. But the knowledge and expertise in the list business of a partner such as
Infinite Media will ensure that you will be mailing to your targeted audience.
The responsiveness of the list depends on many variables, such as the effectiveness of your offer and the time of year in which you mail.
15. How do I get my name off a list?
The first step to take if a consumer does not wish to
be on a marketer's list is to contact that marketer directly. Consumers can obtain further
assistance on this matter by going to the DMA Consumer Assistance guide.
