![]() If you are a consumer mailer and using subscriber and/or compiled lists, you should optimize the lists before you mail. Compiled lists are used successfully by business-to-business mailers who want to target, for example, specific business sectors known as Standard Industrial Classifications (SIC). There are many different types of consumer compiled lists too. Dun & Bradstreet is a large compiler of businesses by SIC through their credit service. Businesses, for example, are classified by SIC (Standard Industrial Classification). ![]() These lists are “compiled” based on type of interest. A lot of times the advertising department is willing to cut a better deal than the list manager at the magazine. If a mailer is advertising in a magazine, they should try to negotiate a deal with the magazine's advertising department to get the names for free or only pay for names selected for optimization. They can also represent a source of new names in order to help you expand your prospecting universe. Don’t overlook the fact that subscriber lists can work for your offer. People who appear on this type of list are readers of consumer or business-to-business publications. These are magazine or newsletter subscribers. Most are reluctant to share their names with others. Business mailers also have difficultly renting and/or exchanging direct response lists with other business list owners. Start-up catalogers have difficultly obtaining direct response lists because they do not have a housefile to exchange with other list owners. Also, rentals should avoid customers who responded to search and affiliate programs rather than buying from a catalog mailing. People who buy from the web tend to make purchases from the web. This means that a catalog which does not have a strong website may want to eliminate avoiding renting names of people who have buy from a website. ![]() They are the most expensive type of lists and yield the highest response rate. Catalogers prefer to use direct response lists. The cooperative databases such as Abacus, NextAction, Z-24, I-Behavior, Prefer Network and Wiland Direct are all direct response catalog buyer lists. For example, your catalog housefile (buyers only not the inquiries or non-buyers) is a perfect example of a direct response list. This type of list includes people who have made an actual purchase by mail, phone or Internet. In our column this month, we will talk about the different types of lists available to a cataloger and what you can do to improve your results.Īll mailing lists can be classified into three different types which are as follows: 1. The specific individual lists you mail as well as the quantities of every list included in your plan are important considerations. This includes the proper use of your own housefile and the outside rented lists you use. Proper list selection means the difference between profits or losses on the income statement. This purchase is only available to Accredited Member Institutions of NASD ($40.00).What You Need to Know About Mailing Lists by Stephen LettĪssuming you have the right merchandise, 70% (or more) of a successful mailing campaign is dependent on the lists you use. Please Note: This purchase is for one-time use only. ![]() NASD Individual Member List (Excel Spreadsheet) The Individual Member list includes the names and addresses of representatives of all NASD individual members.Price for Non-Members, Potential Members, Interested Individuals, Associations, Vendors, etc.: $80.00 Price for Accredited Member Institutions of NASD: Please click here. NASD Accredited Institutional Member List (Pressure-Sensitive Labels) (Non-Members) The Accredited Institutional Member list includes the names, titles, and addresses of representatives of all NASD accredited institutions.Price for Accredited Member Institutions of NASD: $50.00 Price for All Others (Non-Members, Potential Members, Interested Individuals, Associations, Vendors, etc.): Please click here. NASD Accredited Institutional Member List (Pressure-Sensitive Labels) (Members) The Accredited Institutional Member list includes the names, titles, and addresses of representatives of all NASD accredited institutions.This purchase is only available to Accredited Member Institutions of NASD ($50.00). NASD Accredited Institutional Member List (Excel Spreadsheet) The Accredited Institutional Member list includes the names, titles, and addresses of representatives of all NASD accredited institutions.
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