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| Marketing Lists |
Track Marketing Group is a full service list broker. Based on your desired target demographic, we can locate a marketing list. There are 1000's of sources of marketing lists, and we have the experience to locate a solid list for you. If you can think of a group of people (e.g. people who have a dog), we can locate a list!
Most lists can be rented for a single use or for an additional charge, they may be available for unlimited marketing use for one year.
The prices vary widely depending on the source of the list. For a partially refundable fee of $400, Track Marketing Group will conduct list research for you. If you agree to purchase a list through us within 60 days of the research, we will apply 50% of the research fee toward the cost of the list. |
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| Facts About Renting Marketing Lists: |
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Some list owners will require that we show a copy of your marketing promotion to them before they give us permission to use the list. |
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List owners will "seed" their list by including addresses that are used for watching how the list is used. |
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Any list will include some undeliverable addresses. In general, a 5 to 7% undeliverable rate on a consumer list and up to 10% on business list is considered standard. Some owners will refund postage you paid to mail undeliverable pieces after a set minimum. |
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Many lists provide contact names. Alternatively, you may purchase a list which will be title addressed (e.g. Director of HR). These lists are often less expensive and may be just as productive since people change jobs quite often. |
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Be careful of free or very cheap lists - the source may be very outdated and you will pay much more in lost postage and printing costs. An excellent up to date list is worth the cost since your response rate will increase. Your overall response rate is determined by multiple factors. |
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| Learn More About Marketing Lists: |
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| Compiled vs. Managed specialty lists |
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| There are two primary types of lists. Compiled and Managed. |
| Compiled lists are created from public and private sources. Managed lists are also known as specialty lists and they are actively managed by a company such as a magazine subscriber list. There are literally 1000's of actively managed specialty lists available. If you are interested in researching the option for a specialty list, Track Marketing Group can work with you and provide you with rate cards for lists that will likely fit your target definition. |
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| Examples of Compiled Sources |
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Yellow pages (business data) with phone verification and follow-up |
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Credit information (indicate sales volume on business) |
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Annual reports, 10K's |
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Industry & city directories |
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Trade publications |
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White pages (consumer data) |
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Auto registration |
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Drivers licenses |
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Consumer credit reporting |
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| Data is overlaid from other sources to give more information on individuals or businesses in compiled lists. |
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| Examples of overlay sources include: |
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Tax assessors records |
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Public deed information |
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Census data (looked at from a geography unit - not individual) |
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Surveys (more female) and door to door canvassing |
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Product registrations (more male) |
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Credit reports |
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State licensing |
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Postal records |
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| Common compiled list select options |
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| The common selects available for compiled business to business lists are: |
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Business status (headquarters, branch, single site location) |
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Employee size (modeled or self reported) |
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Sales volume (self reported) |
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SIC Code (business type, such as dry cleaners) |
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Geography |
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| Addressing options for managed & compiled lists |
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| There are alternative ways you can address your piece, based on the choice of either a compiled list or a managed list. |
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| Choices for addressing a direct mail piece to a business contact using a managed list: |
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Send to a specific name with option to include "or current <title>". Managed lists often have accurate names and addresses since they are kept for a secondary purpose such as delivering a magazine. Depending on the frequency of the update, you should expect to see fewer than 10% non-deliverable addresses. |
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| Choices for addressing a direct mail piece to a business contact using a compiled list: |
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Send to either a specific name (limited usually to top positions in company) or title address . For example, you can send to "HR Directors" at the company address. You can also choose to title address the larger companies (based on sales volume or employee size) and send to specific names at the smaller companies. Since middle management are often transitory positions, the names are difficult to keep current with a compiled list. |
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Title or name address to top officer at company and request that they forward to "HR Director". |
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Title address to multiple titles - deliver to "MIS Director, DP Processing, Information Manager" or add a pass along request to another title. |
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Send to multiple top officers at a given company. For example, choose to send the same piece to the CEO, CFO, and MIS Director. In this case, you could name address the CEO and CFO (since they are more likely to be available since credit report sources ask for these names) and title address the MIS Director. |
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