Targeted Mailing List
Targeted Mailing List and Consumer Marketing List information: Although its format is informal looking, the data card in section here is typical of the arrangement of information you receive from list brokers. No standards exist for data cards but most brokers provide the type of information shown here. Notice the cost per thousand based on recency and the other selections available on this list. It took time for commercial e-mail lists to become a part of mainstream direct marketing and the medium is still evolving.
Some list brokers handle e-mail lists, a business they got into with some reluctance. E-mail lists handled by brokers are not to be confused with mass, unsolicited, untargeted mailings, or the traditional Internet special interest group lists. Called Spam in Internet jargon, mass, unsolicited e-mail has been the target of congressional legislation and the subject of a variety of lawsuits. In one case, America Online succeeded in blocking a mass e-mailer from reaching AOL's millions of subscribers.
Proponents of mass e-mail say their techniques are no different from unsolicited direct mail. They point out that mass e-mailings of-ten include opt-out information that direct mail lacks. (Opt-out instructions tell consumers how they can have their names and e-mail addresses removed from a list.) The future of mass, unsolicited e-mail is uncertain. Many of the e-mail lists available today from brokers are called opt-in lists.
About Targeted Mailing List
Some managers charge more for offers that compete with their own products or services. When you obtain a list, you don't buy it, you rent it, for one-time mail use only.
Most lists have a base price between $50 and $140 per thousand. Selects add an additional per-thousand charge of $5 and up, though some list prices include basic selects. The higher end of the price scale is reserved for lists the managers feel are particularly responsive, but cost is not always an indication of a list's value to you. You can best decide that by using the 12 list criteria.
Agents can sell you a house they have listed, but can also arrange for you to buy any other list you're interested in.
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