Common list mistakes

A common way to get the word out about your product or service is to rent an outside list of people you can reach out to via direct mail, email or telemarketing.  Here are a few common mistakes to avoid when deciding on a list.

1.  Don't accept your list broker’s word for it that past list purchasers are satisfied with the quality of the names.  Ask for references from at least two other people who have used the list.

2.  Don't start your marketing effort with random sample names.  Ask for sample names that match the criteria of the names you're interested in purchasing.

3.  Don't feel pressured to buy. A good list broker will help you find list(s) that meet your true needs, and admit it if they can't find a list that's right for you.

4.  Contact multiple list brokers, and choose a broker who has the ability to understand your real needs so s/he can make multiple reasoned recommendations.

5.  Don't feel pressured to buy your list now.  Order your list at the latest possible point, so it’s got the freshest data.

6.  Don't order until you're really ready.  Think about what kind of prospects your telemarketing script, mailing or emailing is targeting, then rent a list with the right demographic and/or psychographic criteria (called "selects"). 

7.  If possible, follow up your mail or email with a phone call, since you can often improve your mailing and emailing results with a telemarketing program.

8.  Don't be cheap.  The cheapest lists often aren't the best lists.  And, though one-time usage is cheaper than arranging for multiple usage, a prospect who hears from you more than once is more likely to buy.

9.  Don't assume all customers can use your product or service.  Know your target audience -- their age, their income, their titles, their family size, their geographic location, etc., —and choose list selects that match your criteria.

10.  Finally, accurately measure the results of your efforts.  Take the time to understand how each list performed, then look for ways to improve performance next time.

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