Starting Out Sales Mgt. By Kim T. Gordon Direct Marketing is the workhorse of small businesses everywhere. So chances are, your own marketing plan will include sending some form of direct mail to prospects. A well-qualified list is critical to the success of your campaign and can contribute several percentage points toward a positive response. To make sure your next direct-marketing effort gets maximum results, here are answers to four of the questions most frequently asked about lists.
Many publications rent out their lists.
Compiled lists are constructed from directories, such as telephone books. These are the least preferred because they may have a large number of inaccuracies, resulting in undeliverable pieces. Associations and other membership groups often rent their lists, which offers an easy way to reach people with common interests. If this sounds like a lot of legwork, you can hire a list broker to do the research and negotiation for you. List brokers are paid commissions by the list vendors, though they may also charge you a minimal fee.