Types of Lists

Mailing lists play an important role in helping to market products and services to specific target markets. They have been used effectively for many years to achieve growth in business target markets and consumer target markets.

The types of lists available include: business, consumer, email, telemarketing, subscriber, response, association memberships, trade show attendees, compiled lists, and house lists.

Business Lists: target business people likely to buy products or services for business use. The type of information these lists provide includes name and title, location, company size, number of employees, industry, etc. We have access to data on over 14 million U.S. businesses and an additional 10+ million worldwide.

(Examples: magazine subscribers at business address, association members at business address, Doctors at office/hospital address, Owners of businesses with less than 25 employees)

When buying business mailing lists, you receive standard data (such as listed below) and often also have the option to add Selects, which will vary depending on the list source. Minimum order quantities may be as low as 1000 records. Business lists costs are determined by the data source, the select criteria, the information included, and the volume ordered

Here are some examples:

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Consumer Lists: contain the names and home addresses of people whose characteristics place them in your target market, or who have responded or made purchases that show they have a general or specific buying interest. You can dig deeper for more information, typically starting with location, age, income, gender, ethnicity and getting increasingly more detailed. We have access to demographic and behavior data on over 220 million Americans and can isolate behavior and marketing patterns for 110 million U.S. households.

(Example: People with Bachelors Degrees with Household Incomes greater than $100,000 in Zip Code 80202. People who have children, who own a Poodle, who live in the St. Louis Metro Area, Homeowners with $50K+ Equity.)

When buying consumer mailing lists, you receive standard data (such as listed below) and often also have the option to add Selects, which will vary depending on the list source. Minimum order quantities may be as low as 1000 records. Consumer list costs are determined by the data source, the select criteria, the information included, and the volume ordered.

Here are some examples:

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Email Lists: Email addresses are available from a variety of sources, such as magazine subscribers who have given their email address or "opt-in permission-based" email, meaning lists of individuals that have given their permission to receive information from third party resources.

Opt-in email was created to eliminate negative feedback from people who receive messages in their inbox that they have no interest in, eliminating "spamming". Opt-in lists contain people who have given their permission to receive solicitations in their area of interest. They have opted in to receive these messages.

When renting an opt-in email list, the selection process is similar to selecting Business lists or Consumer lists. However, with opt-in email campaigns, the email addresses are not released to you. The list owner sends your message on your behalf, which maintains the integrity of the list. Your message can be formatted in either HTML (Web-style, with your logo and graphics) or plain text.

Once your message has been approved by the list owner, it can be broadcasted within 24 - 48 hours. A click rate report is generated so you know how many people have viewed your message. You can direct them to your Website or to phone you, in order to capture specific information about them.

Typically, Opt-In email lists are available for consumer and business target contacts in minimum quantities of 5,000 records. Costs are determined by the list source, the select criteria, and the volume ordered.

We only represent the highest quality opt-in, permission-based email lists to our clients. In addition, we do not represent any email files that are released to you for your own deployment, as this can lead to 'spamming'.

(Example: Subscribers of Forbes Email Addresses; Email Addresses of BusinessWeek Online Newsletters; Opportunity Seekers Email Addresses; Email Addresses of Airline Travelers)

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Telemarketing Lists: Most lists have phone numbers available for telemarketing purposes. They can be targeted to either consumer or business prospect leads. Telemarketing lists include the same standard data as in a postal list, but also include the telephone number. Lists pulled from these databases are scrubbed against the latest available "do-not-call" registry and/or deceased contact names. Then, it is up to you to scrub the list against the “do-not-call” registry yourself every 30 days to keep it current and to avoid penalties. Your List Broker will consult with you to make sure you understand the DNC Compliance Laws before you purchase a telemarketing list.

(Examples: Pennwell Subscribers w/ Phone Numbers, New Homeowners w/ Phone Numbers, Businesses within a 5 mile radius w/ Phone Numbers)

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Subscriber Lists: Lists containing information on individuals who have subscribed to a publication, magazine or newsletter.

(Examples: Business Week, Wall Street Journal, Sports Illustrated, Better Homes & Gardens, Golf Digest, CFO Magazine, Technology Review)

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Response Lists: Lists containing information on individuals who have responded to a direct marketing offer of some kind.

(Examples: mail order buyers, free literature requesters, Internet opt-in programs)

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Association Membership Lists: Lists containing information on individuals who belong to an association.

(Examples: American Marketing Association Members, Society for Human Resource Management, American Society of Manufacturing Engineers, American Cancer Society, Meeting Planners Association)

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Trade Show Attendees Lists: Lists containing information on individuals who have attended a trade show or conference.

(Examples: People who have attended Comdex. CareerTrack Seminar Attendees, Financial Seminar Attendees)

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Compiled Lists: Are collections of information 'compiled' by a third party from public lists, printed directories, and other informational resources. These lists can be useful for many marketers because they target specific industries, professions or business interests and often contain a large array of selectable segments. These features enable the marketer to saturate an entire market.

(Example: all Accountants in the USA) or tightly target some specific portion of it (Example: All Accounting Firms in Denver, Colorado with more than 10 Employees).

Compiled lists are useful when:

• Your mailing objective is brand awareness, publicity or general information.
• Your target audience or market is geographically limited - a city, county or region of the country -- and response-generated lists don't offer sufficient coverage to be cost effective.

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House Lists: Customer or contact lists from a company or organization that is their own property. This term is most frequently used when a customer wants to merge their 'house' list with another list for a particular mailing campaign.

(Example: Williams-Sonoma has their own "House List" of people who have bought or inquired about their products. A University has their own "House List" of students and alumni.)

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