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October 27, 2010 at 08:00 PM
This article is second in a series of three about lists. Part One focused on how to clearly define your target audience.
Once you’ve created your target audience profile, you can use this information to research and select lists. There are many kinds of list information; this article provides you with a basic overview of five different types:
1. Compiled lists
Compiled lists are records of loosely targeted groups. These records can provide you with general data such as names, residential addresses, and telephone numbers.
You can request compiled lists from sources such as local churches, associations, and/or clubs. You can also purchase or rent lists from compilers or brokers who frequently obtain information from a variety of places including telephone books, the yellow pages, public directories, and public records.
The cost for compiled lists can vary anywhere from about one cent to four cents per name (or more) for a one-time use of the list of names, mailing addresses, and/or phone numbers. With a compiled list, you may pay less per name in terms of quantity, but you’ll typically get fewer details about the people listed in the record.
The Direct Marketing Association provides an online list of 33 different compiled list brokers. Another example of a compiled list provider is InfoUSA. You can conduct a compiled list search by using their online tools.
Pros: Compiled lists can give you access to a large quantity of names, addresses, and phone numbers.
Cons: Sometimes you will not receive specific details about the people on a compiled list. This can make it difficult to create targeted campaigns that address the needs or interests of your potential clients.
2. Lifestyle lists
Lifestyle lists are records of people who have responded to surveys and/or consumer response cards. These lists provide data such as names, residential addresses, and telephone numbers. But, they can also provide more detailed information about lifestyle preferences, leisure pursuits, special interests, and living arrangements.
For example, Experian allows you to build and purchase lists through a program that it calls “Lifestyle Mosaic Consumer Mailing Lists.”
The cost for lifestyle lists varies by company. You can expect to spend more for lifestyle list than a compiled list because you’ll receive more detailed information about the people listed in the record. A ballpark figure is about five cents to ten cents per name.
Pros: Lifestyle lists can tell you more about the people you’re mailing and/or calling. By knowing more about their interests and preferences, you can create and send offers that may be a better fit for them.
Cons:The greater the level of segmentation, the more expensive the list will be. Make sure that your strategy fully utilizes the data to create a targeted marketing campaign.
3. Publication lists
Publication lists are records of people who’ve subscribed to a particular magazine, newsletter, newspaper, or Web site. These are highly targeted lists of people who share many of the same interests and attributes.
