Business mailing lists considerably increase the power of a company’s marketing campaign. Many companies buy mailing lists to help bolster their advertising. These lists target consumers by demographic lifestyles and purchase behavior, and target businesses by standard industrial classification (SIC) code, sales volume or size.
Mailing list brokers or vendors like MartinWorldWide.net, VendorSeek.com, AllMedia Inc.com, ListShopper.com, InfoUSA.com and GuaranteedLists.com rent or sell their mailing lists to advertisers. In most cases, the mailing lists put on sale are actually rented from the owners. This rent transaction mostly works on agreements for one-time use, as well as unlimited usage for restricted time periods. List owners insert dummy names to track the use of their lists and ensure that they are not used beyond the agreement parameters. List owners also usually want to review the direct mail piece or telemarketing script before they rent the list.
Lists are usually sold for single use (a premium needs to be paid for multiple uses) and cost between $65 and $85 per thousand records. These lists come in disk, tape, and printouts or pressure-sensitive labels. Residential lists are cheaper, at $20 per thousand. List owners usually keep a minimum order requirement.
Using the right B2B mailing lists can mean a profitable direct mail campaign. It is important to locate targeted mailing lists that have well-known sources and a track record of getting high responses.
The quality of the lists depends on how much experience the list broker has in the direct marketing industry. The mailing list broker is a professional marketer and consultant, who finds the right mailing lists best suited to the specified marketing campaign, and during the list rental process provides mailing list analysis, offers recommendations, and handles all monetary transactions.
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