B-to-B List Basics: 10 Keys to Making Good List Choices
This refers to the criteria by which a list can be segmented. More options allow you to market to those people who are closest to your target profile. Look for specific job titles, buying authority, specific product usage on site that mirrors your offer, and other demographic fields that help target your typical customer.
Tips: In general, the more selections, the better. You'll pay a little more on a cost-per-thousand (CPM) name basis, but you'll save more on materials and postage, and realize higher response rates.
9. Frequency of Updating
List hygiene is critical when evaluating a list. Take steps to ensure the names on a list are current and the list is frequently updated. Many list suppliers guarantee their lists to be clean and will refund postage costs on pieces returned in excess of some small percentage. B-to-B lists typically experience between 2 percent to 4 percent churn per month, depending on the market. Therefore, a list that is updated yearly could have as high as 48 percent bad records after 12 months.
Tip: Look for lists that update monthly or, at a minimum, quarterly.
Prices for postal lists typically range from $50 CPM to $200 CPM, with specialized lists costing more. Phone numbers cost between $50 and $100 more CPM, and email lists average $200 to $400 CPM.
Tips: Be skeptical of so-called "bargain lists" selling for $5, $10 or even $25 per thousand. These lists are usually worthless, as they are outdated or incorrect. For postal campaigns, the price you pay in postage and materials will far outweigh any list savings. For telemarketing campaigns, the labor/service costs for telemarketers again will be far greater than the initial savings seen by getting a less expensive list.
Two other items to consider: