Anatomy of an E-mail Data Card
All rentals are on a one-time basis; marketers should negotiate rollout details as early as possible, to capitalize on good test results. E-mail lists could change frequently, so you want to be ready to rollout as closely on the heels of the test as possible.
The rest of the rental details are particular to each list manager. Some promise delivery of test campaigns in as few as 24 hours, while others request three to five days to process orders.
Still others spell out what your CPM will buy you. Statlistics, for example, notes on the data card for Strategic Research Institute's Email Masterfile that two tests are included in the base rate; retests are charged $50 per piece.
A final tip: Keep your eyes open for special offers. Millard Group recently offered a combo rate special of $200/M for both e-mail addresses and postal addresses on the Rodale Backpacker Magazine E-mail file. This kind of deal allows marketers to test the effectiveness of multi-channel marketing at a reduced cost.