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BB Direct Review

By
Andrew Martins
,
business.com writer
|
Oct 11, 2019
nortonrsx / Getty Images
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List brokers offer a service that can be invaluable for any small business looking to create a new direct mail or email marketing campaign. BB Direct's lists provide accurate data that you can use to bring your business directly to the people who are most likely respond to your message. It also offers marketing services through email and even TV, and its customer service is pleasant to work with.

BB Direct

BB Direct

The Best List Broker Services of 2020

The Verdict

BB Direct offers a wide range of services to help any small business owner boost their postal and email marketing strategies. It offers lists that receive regular updates with competitive guarantees.

To view all of our recommendations for list broker services, visit our best picks page.

BB Direct Pricing

Pricing out lists from a broker requires you to know which group you want to target. You can do so with nearly any demographic, psychographic or location-based criteria you'd like to set for a particular area. Since every list order has its own set of needs, you'll have to reach out to a sales rep for any concrete pricing information.

To get an idea of how much a generic list would cost to rent from BB Direct, we posed as a small business owner looking to generate email and postal lists for consumer households and businesses alike. We gave BB Direct's sales rep the same criteria we gave other vendors in order to standardize the process. Our rep ran up the list counts and gave us estimates broken down by quantity.

For postal lists, we were given the following prices:

  • For 5,000 single-use consumer household leads: $175 at $35 per 1,000 leads
  • For 5,000 multiple-use consumer household leads: $275 at $55 per 1,000 leads
  • For 5,000 multiple-use business leads: $375 at $75 per 1,000 leads
  • For 10,000 single-use consumer household lead: $350 at $35 per 1,000 leads
  • For 10,000 multiple-use consumer household leads: $550 at $55 per 1,000 leads
  • For 10,000 multiple-use business leads: $750 at $75 per 1,000 leads
    • Note: Requires a minimum order of $150

For email lists, we were given the following prices:

  • For 8,000 business leads: $720 at $90 per 1,000 leads
  • For 12,000 consumer household leads: $720 at $60 per 1,000 leads
  • For 10,000 business leads: $900 at $90 per 1,000 leads
    • Note: Requires a minimum order of $700

For combined postal and email lists, we were given the following prices:

  • For 8,000 consumer household leads: $720 at $90 per 1,000 leads
  • For 6,000 business leads: $750 at $125 per 1,000 leads
  • For 10,000 consumer household leads: $900 at $90 per 1,000 leads
  • For 10,000 business leads: $1,250 at $125 per 1,000 leads
    • Note: Requires a minimum order of $700

Please note that these numbers are not indicative of what every list will cost. The price quote we received was based on a set of criteria that we provided our sales rep.

Along with generic lists, BB Direct offers specialized lists for additional costs. The company also offers volume discounts if you need more than 100,000 records in a list.

Features

When crafting your own marketing plan, whether you're going the direct mail or email route, it's good to know you have options. We learned through our research that your lists aren't necessarily the end of the equation with BB Direct, since the company offers a number of extra features that can benefit your marketing efforts.

  • Match and deploy: If you have postal mailers, BB Direct can upload the corresponding mailing list to its databases in order to identify and match those addresses to existing email addresses on file. If those email addresses have opted in to receive marketing messages, BB Direct will send a complimentary message that backs up the postal mailer. The company estimates that it sees a match rate of 30% to 40% "against a typical consumer database."
  • Reasonable guarantees: A good mailing list usually comes with a good guarantee. To that end, BB Direct offers a 94% to 97% deliverability rate on average for its postal lists. List brokers rarely offer guarantees for their email lists, since email addresses can so easily and frequently change.
  • Monthly updates: Mailing lists change all the time. People move, and email addresses are deleted and abandoned with ease. Because of this, it's an industry standard that list brokers regularly update their lists. BB Direct updates lists every 30 days.
  • List hygiene: If you already have your own lists to work off of, BB Direct can also work with those data sets to make sure they're accurate. The company does this by comparing your database to outside services like the United States Postal Service's National Change of Address database. BB Direct also offers its Premium Change of Address database service, which helps aging address lists by finding more address changes beyond the NCOA's 48-month window, along with other list hygiene services.

Additional Considerations

In our interactions with BB Direct's customer service department, we dealt with a nice representative who walked us through the list generation process and answered our questions. In addition to helping us get situated with our lists, they asked questions about our business and provided insights on the list broker industry. Overall, they were very easy to work with.

Along with its list services, BB Direct can help you reach a wider audience through its cable TV and email marketing services.

Limitations

BB Direct has some flaws you may want to note when deciding whether to use its services. Users are required to obtain enough leads to meet the minimum purchase requirements. While BB Direct's prices were among the lowest we found, its minimums meant we needed significantly more leads in a single order to meet that requirement. If your business doesn't need 12,000 consumer email leads, for example, this company may not be the best choice for you.

Editor's note: Looking for the right list broker for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs.

BB Direct

BB Direct

The Best List Broker Services of 2020

The Verdict

BB Direct offers a wide range of services to help any small business owner boost their postal and email marketing strategies. It offers lists that receive regular updates with competitive guarantees.

Andrew Martins
Andrew Martins
Andrew Martins is an award-winning journalist with a Bachelor of Arts in journalism from Ramapo College of New Jersey. Before joining business.com and Business News Daily, he wrote for a regional publication and served as the managing editor for six weekly papers that spanned four counties. Currently, he is responsible for reviewing tax software and online fax services. He is a New Jersey native and a first-generation Portuguese American, and he has a penchant for the nerdy.