Direct Mail

7. Renting a Mailing List

If you want to reach out to a larger slice of the market, renting a mailing list is usually the most cost-effective method.

7.1 Get a list of 'list & database' members from the Direct Marketing Association and look in Yellow Pages under 'Direct mail'.

• Be clear about the sort of person (or company) you wish to target.
• Know the number of names and addresses you need.

7.2 Shop around until you find the right list at the right price.

• £100 to £120 per 1,000 names is average.
• Lists of consumers are less expensive than lists of businesses.
• Specialist lists cost more. For example, a list of wealthy private investors might cost £200 per 1,000.
• Many list companies will impose a minimum order charge (often £300).

7.3 The best lists will offer:

• People (or businesses) who are similar to your existing or target customers.
• People who spend a lot, often.
• People who have recently bought similar products - or who buy by direct mail.
• Up-to-date names, addresses and possibly telephone numbers.
• A refund if a high percentage of mailings are returned or 'gone away'.
• Exclusive use of the list during the period of your mailing campaign.
• In the case of businesses, the names and titles of the decision-makers as well.

7.4 Be aware that you do rent the list.

List owners always 'seed' lists with a few names of their own people. If you use a list again without paying, the owner will know.

• Everyone who responds to your original mailing becomes 'yours' and can be mailed again, as often as you like.

7.5 If you want to blanket-mail every household in a certain area, using Royal Mail Door to Door may be your best option.

Call your local Royal Mail Customer Service Centre for information (08457 950950).

• For a local tradesman or a pizza delivery service, this may be the best way to become known in the area.