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* Make list selections by "Nth" name to spread your test evenly across the list.
* Always eyeball the list before you mail. You might even pull some names at random and call them to verify that they are who you think they are.
* Remember that the list owner will require a sample mailing piece before approving the list rental. Plan ahead.
List Resources
So where do you find all these great lists? Here are some places to go, at least initially. As mentioned earlier, your best bet, especially for response lists, is to work with an experienced broker.
You'll find brokers and other list sources (along with tons of helpful how-to information on direct marketing and list dynamics) listed in several direct marketing publications and on their web sites, including:
Target Marketing Magazine, 800-777-8074 (www.targetonline.com)
DM News, 212-925-7300 (www.dmnews.com)
DIRECT Magazine, 203-358-9900 (www.mediacentral.com/direct)
Direct Marketing Magazine, 800-229-6700
Marketing Tools, 800-828-1133, (www.marketingtools.com)
Catalog Age, 203-358-9900
Also check your local yellow pages under Advertising, Direct Mail, Lists; the Manhattan yellow pages; or check with your local direct marketing club or association. There's a comprehensive listing of associations and local clubs in the Appendix. The Direct Marketing Association (DMA) can also provide referrals in your area: 212-768-7277. (www.the-dma.org.)
12 Vital Questions to Ask Your List Broker
(Your broker should provide you with a "Data Sheet"
for each list that answers some or all of the following questions.
1. Who is on the list?
2. Is it a list of everyone who responded, or of actual buyers?
3. How recent is the list? When was the list last updated?
4. If it is a list of actual purchasers (response list), how recently were the purchases made?
5. Can you get a "hotline" select?
6. How often has this list been rented?
7. Has the list been tested?
8. After testing, did the renter continue to rollout?
9. Did the mailer rent the list for a follow-up mailing?
10. Where did the list come from? ("100% Direct Mail" is the best source.)
11. If the list came from the company that compiled it, ask for a sample of the mailing. This may be the best way to determine the relevance of the list for your mailing.
12. Is the list clean? How often does the owner clean it? Has it been NCOA'd? CASS certified?
-- D1rect Ma1l 3Y 7HE NUM3ER5, USPS
# # #
Copyright 2001, George Duncan, All Rights Reserved. Excerpted from
Streetwise Direct Marketing by George Duncan, Adams Media
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