Direct Mail

5. Using External Mailing Lists

5.1 Many lists can be rented or bought, on computer tape or disk.

• Specialist magazines, and conference or exhibition organisers are a good source.
• Most directories rent out their lists.Copying the names and addresses to add to your database is a breach of copyright.
• Some trade associations allow access to member lists. Look in the Directory of British Associations.
• Most Business Links offer a wide range of lists.For small mailshots, such lists are often cheaper than those provided by other sources.
• The Direct Marketing Association (see 6) can provide a list of members (list owners, brokers and managers) who adhere to the industry code of practice.Or see under 'Direct mail' in Yellow Pages.

5.2 Be methodical about selecting and negotiating the use of external lists.

• Identify your needs clearly, in writing.
• Shop around to check prices.A good business list of people who have previously responded by mail - ie they are mail responsive - will cost at least £150 per 1,000 names. Business to business databases, from sources such as D&B, will be cheaper.
• Ask for the lowest minimum order from the list and test part of it.
• If there is a high minimum order (eg 5,000 names), you may be able to negotiate this down.
• Knock out flaws in bought-in lists, for example, duplications of branch offices.
• Insist on exclusive use for your type of business while you are doing your mailing.
• Do not re-use a list you have rented for one-off use. The list owner will have seeded it, to check that you do not abuse the agreement.However, you may re-mail everyone who responds to your original mailing. These names become yours.
• Agree a refund if a high percentage (say, more than 5 per cent) of your mail packs are returned as gone away.