Red Flags When Shopping for Lists
In addition to asking the usual questions of list compilers—such as what data are included, cost and how the information was gathered—marketers also should watch out for the following three red flags, according to Bob Hacker, president of The Hacker Group, a direct marketing agency:
• Timing of the compilation: How long ago and when were the data gathered?
• List hygiene: How often and how carefully is the list cleaned?
• Vague descriptions: The list company uses generalities when marketing the list, e.g., state-of-the-art compilation techniques.