Should Your Business Purchase a Mailing List?

Purchasing a mailing list is one of the more traditional ways to expand your marketing efforts and reach potential customers. This doesn't mean it's always a cost-effective way to go. Here are some considerations when evaluating whether or not the purchase or rental of a mailing list is the right step for your business:

Most lists are available on a one-time only basis. So, you should know that you cannot put the names into your regular database or customer contacts. If the list is successful in drawing a response from new people or prospects, they can then become individuals who join your regular database. Sometimes, you can find lists to purchase that have a more than one time use availability.

You'll also want to find a list that is up-to-date. The more recently the list has been updated, the better. Individuals move often and it doesn't take long for a mailing list to be less than accurate. There's no sense wasting money mailing to an area where you will get a great many returned pieces.

How do you find mailing lists? Many organizations who have members or subscribers will sell or rent their mailing lists. Magazines, newspapers, nonprofit organizations--these are all good, reliable sources for mailing lists. Businesses who specialize in mailing services can also get mailing lists for you. It may save you time and effort to go through a mailing service than to try to hunt up lists on your own. However, your own search may result in a more targeted list that best fits your demographic.

That brings up the issue of finding the right list. It will depend on what you are trying to accomplish as to what sort of mailing list makes the most sense. You can find lists that are available by area and region, income level, socio-economic status, etc. Trade and specialty magazines can provide even more specific populations, so if you are looking to match potential customers with a specific interest area or lifestyle then this may be a good way to go.

There is no guarantee on a return when you use a purchased mailing list. You'll want to keep accurate records and evaluate the success of your mailing based on what you are trying to accomplish. If it is for marketing and public relations, to generate store visits or sales, or for whatever other reason, you'll want to develop a method for tracking the response rate of the mailing piece. This will help you to evaluate if the cost of purchasing a list is a worthwhile expense in your operations budget.