It can be frustrating for a small business with a limited budget to find and attract new customers. Mailing lists are one way businesses can promote themselves to potential customers in their targeted demographic. When choosing a list broker, business owners should make sure the firm is reputable and experienced in its industry.
Consumer mailing list brokers do all the hard work of compiling names, addresses, phone numbers, and other pertinent demographic information. This information can be purchased by businesses wishing to launch direct marketing campaigns. Direct marketing can be done by mail, e-mail, or phone. Telemarketer lists are specifically geared to marketing via the phone.
Specialized Mailing Lists
So where do compilers of mailing lists get their information? They get data from business directories, government records, annual reports, and auto registrations, among other places. Consumer mailing lists can be general, such as including everyone in a ZIP code or, more specifically, all the physicians in a town, for example. These companies have a wide variety of mailing lists for sale that focus on professions, such as accountants, lawyers, nurses, or new business owners, or people with homes listed for sale, for example. Some of the demographic information that may be included is age, ethnicity, number of children, or income. Business mailing lists may include information such as annual revenue or number of employees.
Mailing List Brokers
Small businesses should look for a list broker that is familiar with their industries. Whether a company wants telemarketer lists or information for mailings, it should receive fresh information. The broker’s marketing lists should have a high deliverability rate, that is, a high percentage of materials reaching the intended recipients. The targets should be consumers or businesses that have recently purchased products or services that are similar to what your company is offering or have authorized inquiries from such companies.
Mailing lists must contain legitimate information. No one wants to receive a list of people who no longer live at the addresses listed or don’t even exist. Many brokers don’t actually own the lists they offer but get them from mailing list owners who compile large databases of information. However, it’s up to the list broker to scrub the information and verify its accuracy.
It’s important to check out how e-mail lists are compiled and handled. Some of these lists are harvested from Web sites and are considered junk lists. Using these types of mailing lists can hurt a company’s reputation, and e-mail generated from them will likely be considered spam. However, there are legitimate mailing lists that are compiled from people or businesses that have agreed to receive information from marketers. List brokers can e-mail marketing messages for businesses and track recipient behavior and click-through rates.
Mailing list pricing is usually based on a cost per thousand impressions. Many list brokers have a minimum charge of $500 for purchases. Some full-service list brokers may offer design and mailing services to help businesses with their marketing campaign, and those fees would be extra.
The right mailing lists can help a small business target its advertising to people who are most likely to use their products and services. However, it’s important to remember that no broker can guarantee how successful a direct marketing campaign will be.