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Prospect List - Facts:

The advantages of compiling your own list include the list's uniqueness. No one will have a list identical to yours. You can also include only those people to whom you wish to mail. A considerable amount of labor is involved in researching and entering your list on a computer.

 

If you don't count your own time, it's inexpensive, but most small business people would be better off having someone else do the typing for them. While member

knowledge, not only of lists but of direct mail in general. They want to see if your offer competes with their own.Some list owners will not rent to competitors, others charge more.

 

List owners and managers also want to know when you're planning to mail so that they can coordinate any mailings they may be planning. When you see SMP required it means they want a sample mailing piece. Your rental agreement permits you to mail just once to everyone on the list. To be sure you don't abuse the agreement, list managers salt their lists with names and addresses so that they will receive your mailings. These decoys or seeds allow brokers to keep track of list activity and maintain files of all mailings sent out to their lists.

 

You can specify the form in which you want your lists to be delivered. Magnetic computer tape is the preferred way. This allows you to use a data processing service bureau or letter shop to perform various operations on the list and to output the information to personalized letters and envelopes or to labels. You can also have your list provided on floppy disks for your microcomputer or on labels, paper lists, or telemarketing cards.

 

All the people who respond to your mailing become your customers, and you can mail to them as many times as you like after that. You add them to your house list or database.

If you decide to do your own list shopping, here are some questions you should ask list managers. Ask for details of any list criterion that is not clear in a directory or on a data card. For example, find out about continuations. Which mailers have rented continuation lists?

 

You could take a further step and call some companies that have rented lists to find out their experiences. Be cautious of the list descriptions you read on data cards. Managers are sometimes known to exaggerate the quality of a list. Find out how hot the hotline is. Ask precise questions about the order dates reflected in the hotline. Are they really within the time period stated? A six-month hotline is not too hot.

 

Ask specific questions about lists to be sure you get exactly what you want.

More about Prospect List .   See also: Consumer Mailing List and Consumer Marketing .

Response Makers - Prospect List