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