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In addition, bank credit card purchasers are usually considered better prospects than people who pay cash or use a private retailer's credit card. Mail Sorts. All lists are available in ZIP-code order, and many offer sorting ac-cording to carrier routes and regional postal centers, called Sectional Center Facilities (SCF). Other possible geographic sortings include states and regions of the United States.
The higher end of the price scale is reserved for lists the managers feel are particularly responsive, but cost is not always an indication of a list's value to you. You can best decide that by using the 12 list criteria. Some managers charge more for offers that compete with their own products or services. When you obtain a list, you don't buy it, you rent it, for one-time mail use only.
America Online succeeded in blocking a mass e-mailer from reaching AOL's millions of subscribers. Proponents of mass e-mail say their techniques are no different from unsolicited direct mail. They point out that mass e-mailings of-ten include apt-out information that direct mail lacks. (Opt-out instructions tell consumers how they can have their names and e-mail addresses removed from a list.) The future of mass, unsolicited e-mail is uncertain.
list brokers handle e-mail lists, a business they got into with some reluctance. E-mail lists handled by brokers are not to be confused with mass, unsolicited, untargeted mailings, or the traditional Internet special interest group lists.
Called Spam in Internet jargon, mass, unsolicited e-mail has been the target of congressional legislation and the subject of a variety of lawsuits. In one case,
The difficulty is that you may not be able to identify them clearly. Complied lists cover nearly every household and business in the United States, so although nearly everyone's address is available, you don't want to mail to 80 or 100 million addresses to reach a few hundred or a few thousand prime prospects. Compiled lists drawn from city directories, public records (from government agencies such as state motor vehicle departments), phone books, and
One compiling firm can give you a list of people sorted by birth date You could sell T-shirts and coffee mugs with deprecating slogans about tur ing 30, 40, 50, and so on. Does a look at your customers' characteristics gi, you ideas for additional products or services you could develop for them?
Compiled lists are usually your second choice after direct response lists. If you can't find the people you're looking for through a direct response list, you're sure to find them on a complied list.
More about Database Marketing . See also: B2B Marketngl and Mail Postcards.
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