Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types ofexceptionally easy to use. These reference tools are
lists, determined by their origin: compiled listseach about the
and response lists.Compiled lists are a commonsize of the Manhattan phone book and contain
source of names and records that havenothing but list data: who
been gathered, collected, and entered into aowns what list, number of records in each, source
database. The names mayof names and, list
have been acquired through public records such aspricing. Both tools are available in major libraries.List
vehicle ownerbrokers are found in the phone book in every major
registrations or high school teachers. Directories,city. They can
such as a directory ofbe heaven, supplying incredible information, or hell,
plant maintenance engineers, are usually compiledlooking for that fast
lists. Many lists arebuck. Make sure you ask tons of questions before
compiled from categories in phone books across thehanding over any
U.S. Examplesmoney. While you pay the broker, he actually works
would be all the photography shops or all thefor the list owner -
luggage dealers in theso take that into consideration when you ask
United States. Or all the plumbing supply dealers.Keepquestions and negotiate
in mind that compiled information - like fish - gets oldprice.A plethora of list managers of mailing lists can
ratherbe found in the direct
quickly and doesn't age particularly well.Response listsmail trade magazines such as Catalog Age & Direct
are data from people who have responded to an adMagazines: 203/
or358-9900, Target Marketing: 215/238-5300, Direct
who have purchased from a catalog, direct mailMarketing: 516/746-
package, TV ad,or other6700, and DM News: 212/741-2095.Some list brokers
offer.With any mailing you are considering, first asksell through their own catalog of mailing lists. These
precisely what groups orhandy reference tools will give you an idea of just
what characteristics make up the perfect audience.what's out there -
Then try to find a listwhat kind of lists are available and counts of how
that matches these definable characteristicsmany records exist in
closely.Good delivery percentages of your mailingthe thousands of different list categories. Want to
piece to a specific audienceknow how many
can usually be found in lists of magazine subscribers.dentists there are? It's a piece of cake: 190,168 are
These lists aremembers of the
usually very targeted to their audience, and goodADA. Want to know if there is a list of picky ale
because mostdrinkers? Find the list of
publishers are extremely prompt with their name and"Ale in the Mail-Continuity Members:" 70,973 of them.
addressSelling an
corrections. Call a magazine publisher and ask if theiraccounting product? Try the list of Accounting
subscriber list isInstitute Seminar
for sale, then ask for the name of their listAttendees - all 78,634 of them. Looking for college
broker.There are over 10,000 magazines published soprofessors? Did you
you can probably get awant the 43,347 who teach English, or the 18,184
magazine subscription list that goes straight to yourwho teach history, or
perfectly targetedthe 8,477 in marketing, or the 9,194 philosophy
buyers. If you're not sure what magazines would beteachers, or the...If you need additional information -
best, there arelike how many doctors who
some easy-to-use periodical directories found inspecialize in allergies and are the head of their
most referencepractice with four or
libraries. The best directories of magazines aremore employees can be found in Pennsylvania - call
Burrelle's Directory ofany of these
Magazines (800-USMEDIA), Bacons (800-621-0561),catalog houses and ask them to run a count. You'll
SRDS (800-851-be able to get that
SRDS), and Oxbridge Communications Standardinformation in about ten minutes. Hugo Dunhill: 800
Periodical Directory223-6454,
(800-955-0231). If you can't find the exact targetedAmerican Business Lists: 800/555-5335, Best Mailing
magazine filled withLists: 800/692-
the eager-to-buy-your-product subscribers you are2378, CompilersPlus: 800/431-2914, and Edith Roman:
looking for in any of800/223-2194
these directories, the publication doesn't exist. Youto name just a few. More phone numbers can be
can find anyfound in my books
industry - and all the magazines that are sent to thatUncommon Marketing Techniques and How To
industry - in underMarket A Product For
10 minutes in these useful directories.Catalog housesUnder $500!Several companies now offer lists of
earn a good portion of their revenue from the saleevery business or every person in
ofthe U.S. on CD-ROM. These products allow you to
their lists. Call the catalog and ask for their businesscreate your own list
office, then askcriteria and generate your own precisely targeted
who handles their list sales. Almost all catalog housesmailing lists. Some of
sell their lists.the better programs make it easy and fast to use
Catalog houses can be found in the Catalog oftheir CD-ROM
Catalogs from Woodbineproducts. Mailing list CDs are available from InfoUSA:
House Publications ( 800-843-7323; $28.95800/321-0869,
PPD), and The Directory of Mail Order Catalogs fromand Global Business International: 407/568-5037 to
Grey Housename but two.One of the best resources for lists is
Publishing ( 800-562-2139; $250).Trade associationsthe Internet. There's no getting
are usually an excellent source of mailing lists.around it now, the Internet is here to stay - you
Better associations always list the industry's majormight as well get on
players. Localand get used to it. It's a great - probably the best -
associations like the Chamber of Commerce in yourresearch tool
area are usuallyavailable for almost anything, if you can filter out the
good for local business names. You can select bycrap from the good
business size,stuff. But... isn't that the way with all research tools:
number of employees, SIC code (the government'syou gotta figure out
industrywhich is the good stuff that you can use, and which
classification of each business), or any of a multitudeis the bad stuff that
of other selectionyou've just spent the last two hours looking over
parameters. Two great sources for findingand have now figured
associations are referenceout is pretty worthless.You'd be surprised how many
books from Columbia Books, Inc. (888-265-0600;of your competitors will sell your their
publishers of the State and Regionalcustomers' names. If not competitors, how about
Associations Directory ($79) and The National Tradeasking other
and Professionalbusinesses who serve your market if you can
Associations of the United States ($99). Mailing listspurchase their mailing
of the associationslists.Of course, the best list of all - bar none - is your
are $100/M and are available on labels orown house list of current
disk.Association lists and data are also available in theand past customers. These are the folks that know
Encyclopedia ofyou and trust you;
Associations by The Gale Group (800-877-GALE) onthey've experienced that great customer service
disk, CD, and on-you offer and are now
line through Lexis-Nexis. This hardbound,willing to buy something else from you if you would
three-volume set ($505) isonly let them know
the motherload of associations - showing detailedit's available.Spend some extra time in this most
information on moreimportant area - list research:
than 23,000 local, state, national, and internationaltighten your list criteria, do your homework, spend
associations.Trade show lists are also great marketingtime in research, and
tools - lists of both attendeesfind the best lists you can possibly find. Then test
and of exhibitors. Check out two great websites:several. It's worth the
andextra time and money to target your audience with
for trade show information. The Tradeshowprecision and
Week Data Book (213-965-5300; $355) is a greatincrease the chance you'll come up a winner at the
tool published by thepost office. There is
editors of Tradeshow Week Magazine. Anotherno single more important factor in creating a greater
great trade showresponse to a
directory is the TradeShows and Exhibits Schedulemailing than mailing to the best possible list.
from BillWhatever you do, don't
Communications (800-266-4712, 856-619-5800) -settle for a mediocre list unless you want mediocre
organized byresults.Jeffrey Dobkin, author of the incredible
industry, by location, by date, and in alphabetical400-page marketing manual
order for fast look-ups.Two excellent resources forHow To Market a Product for Under $500. To place
investigating lists at the library are thean order, or to speak
SRDS Direct Marketing List Source (TM)with Mr. Dobkin call 610/642-1000. Fax 610/642-6832.
(800-851-SRDS) and theFrom The
Oxbridge Communications National Directory ofDanielle Adams Publishing Company, Box 100, Merion
Mailing Lists (800-955-Station, PA
0231). We use both in our own office - they're19066.
thorough and