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price for the whole thing. You don’t normally buy the list, you rent it; and the rental charges vary widely according to the list’s quality – how frequently it is updated, whether the names on it are proven purchasers, and so on. There’s often scope for negotiation, particularly when the list is very specific or very small (low hundreds or less) but typical rentals range between £80 and £300 per thousand names. The other factor affecting price is just how you’re allowed to use the list. In some cases you’ll be restricted to a single use only; this might be enforced by denying you sight of the full information (you might just get name and company name, say) while the mailing is actually done on your behalf by the list broker or a third party like a specialist mailing house. In this case, if you intend to mail the names more than once there will usually be a discount for quantity. On top of that you may find yourself paying for extras. So the typical bill could include four types of charge:
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Where do you find a list? |
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It’s easy enough to find generic list brokers on the web. In fact, you can do all the list identification and ordering online. The Direct Marketing Association at www. dma.org.uk has a members’ directory, or just try your preferred search engine on ‘direct mail’ and ‘mailing lists’. For the mobile business in particular, try www.b2bmobileleads.co.uk. Or check out “the UK’s premium list broking and list management website” at www.listbroker. com; this claims to offers instant access to 1.6bn consumer, business and email addresses with associated data for profiling. For a more targeted approach, with qualified individual sales leads, go to www. leadzonline.com. |
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WHAT MAKES A GOOD LIST? | |||||
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