Techies seem more willing to answer qualification questions by clicking on choices in an e-mail then filling out paper qualification cards. Sending the qualification forms via e-mail is cheaper than paper mail. And, Internet-captured responses eliminate the considerable expense publishers incur keying in response data from paper qualification cards manually. BPA rules sometimes work to compromise direct mail list quality. Most people are aware that controlled circulation publications are required under BPA rules to renew or drop subscribers every 3 years.
Prospects change job functions and titles.
Operating systems and technology platforms become obsolete. If you are selecting a list based on demographics, make certain the demographics , not just the subscribers, were qualified within the past 12 months. XYZ's list broker selects a list of information systems professionals who responded to a publication within the past 3 months, and makes a further selection of only those who use Novell Netware. The executive will most likely receive your mailing, because the name and address are all very recent. Naturally, mailings based on products that run on platforms the prospect no longer uses pull poorly.