Mailing List Brokerage
Available from Leon Henry, Inc.
Unlike traditional forms of advertising which reach a broad general audience to create product awareness, direct mail using mailing lists gives a marketer the opportunity to finely target specific markets based on demographic and/or psychographic criteria. Age, gender and income (in the case of consumer lists) and industry, company size, sales volume (in the business to business arena) are demographic variables. Psychographic criteria would include primarily lifestyle interests, including hobbies and causes one might be committed to. Mailing lists are divided into two major categories: Compiled lists and Response lists.
RESPONSE LISTS: These are comprised of individuals (either at home or business address) who have taken a direct action such as making a purchase, subscribing to a publication or entering a sweepstakes.
COMPILED LISTS: Compiled data is derived primarily from public sources of information. Examples would be telephone and business directories, association rosters, government records, yellow page listings, and registrations of various types. Buying activity is not known. Compiled lists are often used to expand a client’s marketable universe beyond response lists, to saturate a particular geographic area or reach those in specific industries or professions at a lower cost than response lists would permit.