Mailing Lists

InfoUSA Inc.

Guide to Finding a Direct Marketing Mailing List

The right direct mailing list can target your most profitable customers.
By Chris Caggiano

	Direct Mailing List Basics A response list includes prospects who have already responded to an offer. A compiled list includes likely prospects based on publicly available data Brokers represents many list owners and match you with a targeted direct marketing mailing list.

A good mailing list is the key to any successful direct-marketing campaign. You can develop one of your own as you grow and acquire customers, but you can also rent or lists from numerous brokers and vendors. Marketing lists typically cost from about $40 to over $100 per thousand names for one-time use. Some lists are available for an outright buy. Mailing list must-haves include:

1. Prospects with a history of purchasing in response to direct marketing
2. A demographic match with your target customer
3. Information about prospects' recent and frequent purchasing activity

Action Steps to Find a Great Direct Mailing List

The best contacts and resources to help you get it done

Get the lay of the land for marketing lists Before you start shopping, get a sense of how the system works. DM News, the preeminent trade paper for the direct-marketing industry, provides a free primer on lists.

I recommend:  Download the DM News Essential Guide to Lists, Database Marketing, and Data Services. Focus on pages 5 through 10, which describe the basics of mailing lists. A direct marketing consultant from Business.com's directory may also be the way to go for a beginner.

Find list brokers Direct marketing mailing list brokers specialize in finding just the right lists for a company's needs. As the name “broker” implies, they don't actually own the lists, but act as middlemen. Odds are, there are marketing lists that will satisfy whatever specs you seek.

I recommend:  If you're selling to consumers, start with InfoUSA, with which you can find lists targeted by demographics and geography. If you sell to businesses, try Hoover's or Dun & Bradstreet's ZapData. For European lists, check out the Federation of European Direct Marketing. One particular subset of interest is magazine subscription lists, which you can find at MediaFinder. Or contact SRDS, a clearinghouse for mailing lists.

Go with a B2B specialist Business-to-business marketing lists reach people at their office or workplace. Consumer lists reach people at home. If you sell B2B, you'll want mailing list companies in that area.

I recommend:  GreatLists.com features complete complete details on thousands of B2B lists, both for USA and international audiences. These include virtually all of the standard lists used by the largest B2B mailers, plus thousands of highly targeted specialty lists for small, niche direct marketers. Owner and B2B list guru Phil Dismukes has been gathering lists for 25 years.

Contact a trade association or publication for marketing lists An association or trade publication may have a direct marketing mailing list of its own, or may be able to refer you to specialized mailing list companies.

I recommend:  You can find trade associations via Yahoo, DMOZ or other search engines.

Make sure you're in compliance with direct mailing list law Direct marketing has come under a lot of legislative and regulatory scrutiny of late and you want to make sure that your direct-sales initiatives comply with federal regulations.

I recommend:  Check out the “Do Not Call” rules at the web site for the Federal Trade Commission and read the Direct Marketing Association's ethical guidelines. Use list cleaners or "Do Not Call" compliance software from Business.com's directory to stay within the rules.

Tips & Tactics for Talking to Sellers of Marketing Lists

Helpful advice for making the most of this Guide

• Ask brokers of marketing lists if they work with the market you're interested in. Some brokers concentrate on specific niches.
• Before you buy, mailing list companies should tell you about other companies like yours they have worked with in the past.
• Ask how often they update and clean their marketing lists, as well as where they get their names from.