We can’t state this too often: The best list is your own.
Those consumers who have inquired
about your business. Those with whom you have done business in the past. Those who are
happy with your product or service. These are the easiest and least expensive people to reach
– and sell to again. If their names and addresses are not computerized now, you may be able
to input them from past invoices. Or, start a sign up sheet and transfer to your database. Cast
a wide net of your own customers and haul them in!
The way most businesses obtain a list is to purchase, or to be more accurate, rent the use of
one. If you don't have a list, this is the best way to target the exact people you want to reach.
The most productive source for obtaining a list is through a list marketing professional like
Infinite Media. It is to your benefit if the broker is a member of the Direct Marketing
Association, since DMA members are kept abreast of
best practices for the industry. There are
numerous list brokers to be found, many on the internet. Some are more reputable than
others. The major consideration with list rental is the accuracy or age of the list. This is a
function of how conscientious the list owner is with updating the list, known as list “hygieneâ€.
(Remember, people change jobs, 20% of Americans move each year, etc.)
As a consumer yourself, we’re sure you realize the role you play in the development of lists.
Whenever you buy something and fill out a registration card, much of that information ends up
residing as your personal entry in a vast database. All your interests, what you own and such
are then sold via the mailing list. The same result often occurs when you respond to an offer
through TV, postal mail, e-mail or subscribe to a publication. Many invitations to “opt-in†mean
that the information provided will be captured and aggregated in the form of a list.
