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Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types 0231). We use both in our own office -
of lists, determined by their origin: they're thorough and
compiled lists exceptionally easy to use. These
and response lists.Compiled lists are a reference tools are each about the
common source of names and records that size of the Manhattan phone book and
have contain nothing but list data: who
been gathered, collected, and entered owns what list, number of records in
into a database. The names may each, source of names and, list
have been acquired through public pricing. Both tools are available in
records such as vehicle owner major libraries.List brokers are found in
registrations or high school teachers. the phone book in every major city. They
Directories, such as a directory of can
plant maintenance engineers, are usually be heaven, supplying incredible
compiled lists. Many lists are information, or hell, looking for that
compiled from categories in phone books fast
across the U.S. Examples buck. Make sure you ask tons of
would be all the photography shops or questions before handing over any
all the luggage dealers in the money. While you pay the broker, he
United States. Or all the plumbing actually works for the list owner -
supply dealers.Keep in mind that compiled so take that into consideration when you
information - like fish - gets old rather ask questions and negotiate
price.A plethora of list managers of
quickly and doesn't age particularly mailing lists can be found in the direct
well.Response lists are data from people mail trade magazines such as Catalog Age
who have responded to an ad or & Direct Magazines: 203/
who have purchased from a catalog, 358-9900, Target Marketing: 215
direct mail package, TV ad,or other 238-5300, Direct Marketing: 516/746-
offer.With any mailing you are 6700, and DM News: 212/741-2095.Some
considering, first ask precisely what list brokers sell through their own
groups or catalog of mailing lists. These
what characteristics make up the perfect handy reference tools will give you an
audience. Then try to find a list idea of just what's out there -
that matches these definable what kind of lists are available and
characteristics closely.Good delivery counts of how many records exist in
percentages of your mailing piece to a the thousands of different list
specific audience categories. Want to know how many
can usually be found in lists of dentists there are? It's a piece of
magazine subscribers. These lists are cake: 190,168 are members of the
usually very targeted to their audience, ADA. Want to know if there is a list of
and good because most picky ale drinkers? Find the list of
publishers are extremely prompt with "Ale in the Mail-Continuity Members:"
their name and address 70,973 of them. Selling an
corrections. Call a magazine publisher accounting product? Try the list of
and ask if their subscriber list is Accounting Institute Seminar
for sale, then ask for the name of their Attendees - all 78,634 of them. Looking
list broker.There are over 10,000 for college professors? Did you
magazines published so you can probably want the 43,347 who teach English, or
get a the 18,184 who teach history, or
magazine subscription list that goes the 8,477 in marketing, or the 9,194
straight to your perfectly targeted philosophy teachers, or the...If you need
buyers. If you're not sure what additional information - like how many
magazines would be best, there are doctors who
some easy-to-use periodical directories specialize in allergies and are the head
found in most reference of their practice with four or
libraries. The best directories of more employees can be found in
magazines are Burrelle's Directory of Pennsylvania - call any of these
Magazines (800-USMEDIA), Bacons catalog houses and ask them to run a
(800-621-0561), SRDS (800-851- count. You'll be able to get that
SRDS), and Oxbridge Communications information in about ten minutes. Hugo
Standard Periodical Directory Dunhill: 800/223-6454,
(800-955-0231). If you can't find the American Business Lists: 800/555-5335,
exact targeted magazine filled with Best Mailing Lists: 800/692-
the eager-to-buy-your-product 2378, CompilersPlus: 800/431-2914, and
subscribers you are looking for in any of Edith Roman: 800/223-2194
to name just a few. More phone numbers
these directories, the publication can be found in my books
doesn't exist. You can find any Uncommon Marketing Techniques and How To
industry - and all the magazines that Market A Product For
are sent to that industry - in under Under $500!Several companies now offer
10 minutes in these useful lists of every business or every person
directories.Catalog houses earn a good in
portion of their revenue from the sale of the U.S. on CD-ROM. These products allow
you to create your own list
their lists. Call the catalog and ask criteria and generate your own precisely
for their business office, then ask targeted mailing lists. Some of
who handles their list sales. Almost the better programs make it easy and
all catalog houses sell their lists. fast to use their CD-ROM
Catalog houses can be found in the products. Mailing list CDs are available
Catalog of Catalogs from Woodbine from InfoUSA: 800/321-0869,
House Publications ( 800-843-7323; and Global Business International: 407
$28.95 568-5037 to name but two.One of the best
PPD), and The Directory of Mail Order resources for lists is the Internet.
Catalogs from Grey House There's no getting
Publishing ( 800-562-2139; $250).Trade around it now, the Internet is here to
associations are usually an excellent stay - you might as well get on
source of mailing lists. and get used to it. It's a great -
Better associations always list the probably the best - research tool
industry's major players. Local available for almost anything, if you
associations like the Chamber of can filter out the crap from the good
Commerce in your area are usually stuff. But... isn't that the way with
good for local business names. You can all research tools: you gotta figure out
select by business size, which is the good stuff that you can
number of employees, SIC code (the use, and which is the bad stuff that
government's industry you've just spent the last two hours
classification of each business), or any looking over and have now figured
of a multitude of other selection out is pretty worthless.You'd be
parameters. Two great sources for surprised how many of your competitors
finding associations are reference will sell your their
books from Columbia Books, Inc. customers' names. If not competitors,
(888-265-0600; how about asking other
publishers of the State and Regional businesses who serve your market if you
Associations Directory ($79) and The can purchase their mailing
National Trade and Professional lists.Of course, the best list of all -
Associations of the United States ($99). bar none - is your own house list of
Mailing lists of the associations current
are $100/M and are available on labels and past customers. These are the folks
or disk.Association lists and data are that know you and trust you;
also available in the Encyclopedia of they've experienced that great customer
Associations by The Gale Group service you offer and are now
(800-877-GALE) on disk, CD, and on- willing to buy something else from you
line through Lexis-Nexis. This if you would only let them know
hardbound, three-volume set ($505) is it's available.Spend some extra time in
the motherload of associations - showing this most important area - list research:
detailed information on more
than 23,000 local, state, national, and tighten your list criteria, do your
international associations.Trade show homework, spend time in research, and
lists are also great marketing tools - find the best lists you can possibly
lists of both attendees find. Then test several. It's worth the
and of exhibitors. Check out two great
websites: and extra time and money to target your
for trade show information. The audience with precision and
Tradeshow increase the chance you'll come up a
Week Data Book (213-965-5300; $355) is a winner at the post office. There is
great tool published by the no single more important factor in
editors of Tradeshow Week Magazine. creating a greater response to a
Another great trade show mailing than mailing to the best
directory is the TradeShows and Exhibits possible list. Whatever you do, don't
Schedule from Bill settle for a mediocre list unless you
Communications (800-266-4712, want mediocre results.Jeffrey Dobkin,
856-619-5800) - organized by author of the incredible 400-page
industry, by location, by date, and in marketing manual
alphabetical order for fast look-ups.Two How To Market a Product for Under $500.
excellent resources for investigating To place an order, or to speak
lists at the library are the with Mr. Dobkin call 610/642-1000. Fax
SRDS Direct Marketing List Source (TM) 610/642-6832. From The
(800-851-SRDS) and the Danielle Adams Publishing Company, Box
Oxbridge Communications National 100, Merion Station, PA
Directory of Mailing Lists (800-955- 19066.




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