Purchasing a mailing list can be a real challenge. Since your response rate is directly related to who you are sending the mail to, it is extremely important to get the list right. There are many sources to choose from as well as selects from each source. It is important to have a trusted source. So we will break each one down to see the options.
- Experian – Experian's database of U.S. consumers gives you access to over 300 million consumers. Yet more important than the vast size of the dataset is the quality of the data. While many data providers merely resell third-party lists, they collect data from a broad range of sources, including proprietary credit data on more than 140 million households.
- Acxiom - Acxiom’s data consists of publicly available information, information from surveys and data from other providers. While all of the data collection complies with laws and industry best practices, the marketing data adheres to an even higher standard. They review the marketing data suppliers’ online privacy policies to determine whether individuals are notified that information will be shared for marketing purposes and that people have a choice about such sharing.
You also have many list broker choices. The most important things to know are where they get the data, how often the data is updated and their policy on bad data. Once you know who you want to buy from, you need to select your targeting. The most common list selects are:
- Marital Status
- Type of business
- Number of employees
- Business financials
Keep in mind that there are many other selections from demographics and psychographics on both consumers and businesses. Take a look at your best customers, who are they? Once you know that choose the selects in your list that best represent them. One more thing of note is that the more selects you pick the better targeted your list, however you will also pay more for the list.
Need ideas or help selecting your next list? Call us in San Diego at (619) 448-6111 or email [email protected]. We are glad to help!