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Using mailing lists
Before you embark on a mailing campaign, it's important to learn more about the origin of the prospects you will contact using a mailing list.
Types of Lists
Mailing lists that are created from various public sources such as phone books, public directories, and credit bureau reports are known as “compiled lists.” These are very straightforward lists with just the name, address, and phone number. While anybody can create such a list, a list owner has the resources to quickly compile the vast number of entries while keeping it clean from outdated data.
Businesses that specifically request information about a topic or respond to an offer are part of a "response list." Response lists are far more attractive to businesses looking to rent a list for their mailing campaign because they have expressed interest in products and services similar to those you offer.
Lists are also broken up in two distinct categories: business and consumer. Business-based lists are most attractive to businesses looking to build their customer base and are the most expensive. List owners generally compile business lists from information found in various published business directories, annual reports, and postal data.
Consumer-based lists are less expensive and are typically put together from public information sources like phone directories, online searches, and government data. Smaller businesses may want to start small with a consumer list before branching out into the costlier business lists.
One vital element of the mailing list world is to keep lists fresh and up to date. Owners and brokers work together to painstakingly maintain accurate information and to import the newest name and address information so businesses like you always have access to most relevant data.
Filtering your way to success
One of the most significant benefits to working with mailing list brokers is they afford you the opportunity to target a specific audience to deliver your message to. By selecting
various filters to narrow down your search options, you can focus on the most appropriate propects to target your message to.
Target filters range from basic ones like addresses grouped by common zip code or city to very specific ones like purchasing history, business financials, and individual credit ratings. The more filters you select, the more targeted your mailing list will be. Of course, this targeting comes at a cost – the more targeted your campaign, the more expensive it will be. Creating a successful campaign means balancing demographic filters with list size, and mailing list brokers will help you build a productive mailing list.
E-mail based lists
Brokers also offer lists specifically for email marketing campaigns. Email lists are compiled from opt-in records – people who gave explicit permission to receive email offers and promotions for specific products and services. These valuable lists are kept clean and fully comply with the CAN SPAM Act which prevents businesses from sending unsolicited emails.
Unlike standard mailing lists, you don't actually receive the names (or in this case, the email addresses) when you rent an e-mail list. Instead, the broker sends your specific message on your behalf and then reports the complete details back to you. You can conduct an email campaign in tandem with (or in place of) a direct mail campaign depending on your budget and how aggressive you want to be.
Marketing Comparison also provides free requests for quotes for email marketing services as well as detailed information about how email marketing works.