11 Top Questions to Ask Before Renting a B2B Mailing List
By Alan Sharpe If the most important part of any business-to-business direct mail package is the list, how can you be sure that you have a good list before you drop your money (and your reputation) in the mailbox? Answer: Ask the right questions before you rent that list. 1. Who is on the list, exactly? Knowing makes all the difference. So make sure you can select names by job title or function. 2. What is the source of the list? Is the list a compiled list, where names and addresses are compiled into a list from directories, newspapers, trade show registrations and other public sources? Or is the list an opt-in list (such as subscribers to a particular trade publication, or buyers from an online store)? Lists of names that are compiled from phone books and directories usually age more quickly than names from opt-in lists and usually produce more undeliverable mail. 3. Are the names on the list known buyers? The best B2B lists contain names of business people who have bought your produ