Mailing List Ordering Basics Every Marketing Manager Should Know
I've worked as list broker on more than 32,000 list orders since 1992 and continue to be surprised by the lack of direct marketing training at many companies. Every marketer should know these direct mailing lists essentials before ordering any postal or email list.
Many of the rules regarding mailing lists are because list owners must balance the need to protect their most valuable asset (customer list) with making it possible for other marketers to use their list.
Just as some people sleep at night with their doors unlocked -- while others have expensive security systems -- some list owners are more anxious than their peers about letting other mailers use their list.
1. One-Time Use: The standard direct mail list transaction is one where you purchase the right to mail to each name on the list "one-time". This means that you're "renting" use of the names, not "buying" them.
2. Decoy Names: All lists are seeded with decoy names so that the list owner can monitor how their list is being used, and quickly identify any unauthorized usage.
3. Usage Approval: Each list owner must see a copy of your proposed mail piece so that they can approve your use of their list. This is accomplished by providing a copy/draft of the mailing piece which you propose to send to the list. If you expect to split list into two or three segments and send different flyer/brochure to each group, a sample of each version is required for approvals. More than 95% of list requests are approved, but sometimes list owners reject offers which they deem too competitive.
4. List Prices: Mailing list pricing set is determined by the list owner and is typically shown for one-time use and expressed as dollars per thousand names. ($/M) Where flat rate pricing applies, it's expressed as $/F.
5. Minimum Orders: Each list owner sets a minimum order for their list, which is typically 5000 names. You can order less names, but must pay for amount equal to the minimum order quantity.
6. Payment Terms: The industry standard is that first-time mailers to any list are expected to pay for list prior to receiving the list. Subsequent uses of list will be invoiced to mailer with net 30 day terms.
7. What's On The List: Each record on a mailing list contains an individual's name and mailing address; business lists also include company name and job title. The list is usually provided as an ASCII comma-delimited .txt file with each data element as a separate field (first name, last name, title, company name, address, city, state, zipcode.) Some association member lists are available only on labels.
8. 3rd Party Ship To: Some list owners will not send their list directly to the mailer. These owners require that list be sent to the mailer's third-party vendor such as mailhouse, computer service bureau or printer.
9. Reciprocal Rental: Some list owners require the mailer to agree to rent his/her list as condition of receiving the owner's list.
10. Cancellation Charges: Some list owners will charge a fee for cancelled orders. This fee varies depending upon whether or not the list has been output.
11. Guarantees: Results of mailings are not guaranteed. A mailer is guaranteed to receive the list and selections which were ordered.