| Great Mailing Lists | | | | one-time use only, unless multi-use |
| | | | arrangements have been negotiated beforehand) |
| How to Buy a Great Mailing List | | | | your list from. The most important criteria |
| | | | is to make sure that they are a member in |
| 1. Before you go about finding that great | | | | good standing with the DMA (Direct Marketing |
| mailing list for your marketing campaign, you | | | | Association). If you don't see the DMA logo |
| need to define your audience. Precisely who | | | | displayed on their site, don't assume it is |
| is your market? The more precisely you can | | | | safe to use them. You can contact the DMA |
| define your perfect target audience, the | | | | online at: |
| better you'll be able to segment your | | | | |
| mailing, and the better your response will | | | | 4. Select a list that most closely mirrors |
| be. | | | | your target audience. For example, if you |
| | | | are trying to sell gym memberships in your |
| 2. It is an accepted axiom in direct | | | | local area, make sure you target people who |
| marketing that the closer to a consumers' | | | | have demonstrated an interest in physical |
| last purchase you can reach them, the more | | | | fitness and fall within any specific age, |
| apt they are to be responsive to your offer. | | | | gender or income parameters you may have. |
| Therefore, try to find a list that is updated | | | | Don't expect to appeal to just anyone. |
| and cleaned on a regular basis. An old list | | | | |
| is more likely to have invalid records on it | | | | 5. Buy only what you can afford. It is |
| than a fresh one. | | | | important to test with direct mail. Your |
| | | | first try might not work, don't put all of |
| 3. Select a reputable vendor to purchase | | | | your eggs in one basket. |
| (remember that lists are "bought" for | | | | |