The In's and Out's of Mailing Lists!

There are two types of lists:

1. Customer or In-house Lists. These are lists you own -- people that have responded to your marketing, whether it was direct mail, TV, radio or print advertising, as well as those that have purchased products or services from you. A customer list is probably the most important asset a business has.

2. Prospect or Compiled Lists. These are the people that are unaware of your product or service, and that you consider your target customer. You rent or purchase these lists from list brokerage companies, like Build Texas Media. There are three main categories of lists to rent:

1. Product Buyer Lists
2. Subscriber Lists
3. Compiled Lists, business & consumer

Compiled lists are usually compiled data from public records and directories. Compiled lists are useful when you are trying to reach everyone in a category within a particular geographical trading area.

Subscriber lists can be strong lists if those that subscribe to a specialty magazine are interested in what you are selling. Another advantage to subscription lists is that you can have a high level of confidence that the list is clean and up to date, because magazine publishers have no interest in sending magazines to bad addresses. Magazine publishers are usually fanatics about list hygiene.

Product buyer or response lists are lists of people that have bought products or services very similar to what you are selling. For instance, if you sell golf clubs, you can buy lists of known golf fanatics in your trade area. The strongest list is one that has a “message to market” match.

You want accurate and current data when purchasing a list as well as sound advice. There are list owners, list managers and list brokers. Build Texas Media serves as a list broker and list owner, which means we own many lists and negotiate with other list owners and managers for the best price available as well as consult with customers on the best marketing strategy. With over 60 years of combined experience in marketing, we will find the best list and offer expert advice.