Business to Customer (B2C) Mailing Lists
What are Mailing Lists?
Consumer mailing lists are lists of consumers that a business would send marketing information to, in the form of a campaign. Mailing lists can be as small or as large as necessary, but larger mailing lists obviously reap higher volume responses. Usually before mailing lists are released you will be required to submit a sample piece that reflects what you would be sending to your mailing lists for approval from the list owner. You may only send out the approved piece to the mailing lists unless the list owner agrees otherwise. You will need to ensure the information you send to the mailing lists conforms to the British Code Of Advertising and Sales Promotion (BCASP) and is legal.
Purchasing Mailing Lists
One of the keys to success in B2C direct marketing is building your own consumer listings to increase your revenues and gathering relevant mailing lists is an integral part of this. Purchasing information, especially large amounts should be treated much the same as any other large purchasing decision. Thinking about how easy mailing lists are to understand, interpret, use and format is often as relevant as data accuracy. It is worth taking time to consider a few parameters before purchasing mailing lists:
- Readability.
- How comprehensible it is.
- Whether your match rate was high enough to use in modeling or list processing.
- How quick the turnaround delivery time will be.
- How helpful or responsive the provider is.
