Buying and Using Mailing Lists For Advertising

aboutadvertisingads.info – Buying and Using Mailing Lists For Advertising.

There are hundreds of list brokers, each of whom claims superiority for the lists he manages. “This list worked well for the Jones Company,” a list broker will tell you, “It has to work for you, too.” Maybe it will. But there are several reasons why it might not, Maybe Jones and others like Jones have milked that list so thoroughly that no response is left in it. Maybe Jones doesn’t sell quite the way you do, or maybe the product isn’t parallel. Maybe Jones has a discount image and you have a class image, or vice versa. Maybe the list was valid when jones used it six months ago but hasn’t been worked since and no longer has any life. Some mail order operators would sell their souls for one mailing to a competitor’s list. Suppose you’re approached in a dark alley by an unsavory character who says, “You want your competitor’s list? I’ll get it for you for a thousand bucks.” Don’t touch it! Any list worth having is “salted” with fake names put into that list only to prevent exactly what this person is trying to do. The buyer doesn’t know which are the salted names, and the moment that piece of mail hits the mailbox you have a lawsuit on your hands, or worse-in some cases theft of a mailing list is considered a criminal act.

Buying and Using Mailing Lists For Advertising. If you want a competitor’s list, chances are the only way you can get it is to swap, you let him mail to 10000 of your names and he lets you mail to 10000 of his. If it works for both parties, you can continue with the entire lists. Obviously, no two lists are the same length, and it’s senseless, if you have a thousand names, to try to swap for more than a thousand names of a competitor. One other way to get a competitor (to use his list for you), and it makes sense if you’re starting out and have no list to swap, is called a third-party endorsement. With a third-party endorsement, you don’t mail your competition’s list-they do. You persuade them to put your piece of literature into an envelope (supplied by you) with their company name on it.

The letter, from them, might start out, “We’ve been able to arrange with The Smith Company to let our buyers have the same offer, on the same terms as their own customers enjoy.” The mailing either becomes a joint venture or you pay Jones a commission of 10 to 20 percent on sales to his list. If you’re lucky, or if Jones is big enough or cocky enough not to care, the names of the buyers will be turned over to you (filling the order), and you can add the names of those buyers to your own list.

Most lists sell for $45 to $100 per thousand names and are guaranteed accurate within 95 percent. That means you should have no more than five pieces of mail coming back undelivered from each one hundred mailed.

Buying and Using Mailing Lists For Advertising. I hope can give you inspirations.