B-to-B List Basics: 10 Keys to Making Good List Choices
Tips: Direct mail-generated prospects and customers are more likely to respond to direct mail than people who became prospects or customers through other channels. Try to match your preferred prospecting channel to a list that generates contacts in the same manner.
This segment represents customers who have made a recent on or offline purchase, or have recently qualified for a list segment, usually within the last 30 to 90 days. Hotlines typically rent for $10 to $25 more per thousand than the rest of the list.
Tips: The more recent, the better. Recently active contacts will be more deliverable and more likely to respond. Additionally, make sure to ask how recent names are for any list being considered.
6. Active vs. Inactive Buyer vs. Prospect
Current customer lists almost always outperform prospect or former lists.
Tips: If you're planning on testing a list of newsletter subscribers, rent the list of active subscribers rather than the list of inactive subscribers. Also, when renting a list from a catalog retailer, obtain the names of people who have bought from the catalog, not those who merely requested a free catalog but didn't buy.
Do your research to find out how well a list performed for people who rented it before you; especially those with offers similar to yours. List usage reports generally show rental activity by tests (i.e., initial mailings) and continuations (i.e., rental of additional names following a successful test). If a high percentage of the marketers who tested are also listed under continuations, you can assume they're getting test results profitable enough to warrant continued use of the list.
Tips: This information probably won't appear on the data card, but it may be contained in a separate list usage report that's made available from the list manager.