We hear these types of questions, sometimes every day, sometimes every week, and we've been providing answers for over 25 years. If you don't see yours here, feel free to Ask the Experts. We're always looking for new information to share and we're sure we haven't yet heard them all. Check back from time to time as this page will be updated frequently with your new questions.

• Why should I use direct mail over other methods?
• Is there a best time of year to mail?
• How can I buy a list?
• How do I find out about specific lists?
• What is a "data card"?
• Can I choose an industry select from specific publication within a masterfile?
• What does /M mean?
• What types of material are the names supplied on?
• What is an SCF?
• What does keying mean?
• What kinds of lists are available?
• What's the difference between a paid and qualified subscriber?
• Do qualified or paid subscriber files make a difference to the person renting
..the file?
• Will we need to provide a check in advance, or can you invoice us?
• This all seems very complicated. Is there an easier way to get a list?
• Does it cost more to use a list broker?
• What is the difference between a list manager and a list broker?
• If I rent 5,000 names, how many responses can I expect?
• How do I know that the names I'm getting have correct and deliverable
..addresses?
• Can I get credited for the names I don't use?
• What is a Merge/Purge?
• How long does it take to get a list?
• How many times can I use the list?
• How would you know if I used the list more than once?
• Why is the minimum order 5,000? I was only going to mail 2,000 names.
• If a list is 100,000 names and I am only ordering 5,000 names which names
..do I get?
• Can I order a few thousand names from two or three lists to reach the 5,000
..minimum?

1. Why should I use direct mail over other methods?
You don't have to use it instead of other methods -- you can use it in conjunction with other methods. Direct marketing is the most measurable, tested marketing method available. Top

2. Is there a best time of year to mail?
For certain types of businesses, Yes. Seasonality studies on this subject have been done and sometimes these cycles shift slightly over the years. Our list brokers can guide you based on your product. If you Need Info, tell us about your product or offer and a list broker will be happy to share his/her experience and insight at no charge and with no obligation. Top

3. How can I buy a list?
Lists (the good ones) remain the property of the list owner and are available for rental on a one-time usage basis. In order to rent a list, you need to first send a sample of the mailing piece you will be using. After that is approved by the list owner, we will ask you to fill out a list rental
order and send a check for the rental amount due. Top

4. How do I find out about specific lists?
If you Need Info tell us what kind of audience you are looking for. We will send data cards for the lists we manage that are best at meeting your specifications. If we don't manage appropriate lists for your offer, or if you are interested in a more broad recommendation, our list brokers will be happy to prepare a custom list recommendation from the 35,000 plus available lists on the market. It just takes a web request or phone call and it doesn't cost a thing for this information. Top

5. What is a "data card"?
It's an information sheet about a specific list. Data cards include a description of the list, pricing, quantities available, selections available, etc. Check out the Mailing Lists section of this website to review some sample cards. Top

6. Can I choose an industry select from within a master file?
Most lists have many different selects to choose from to help reach your target audience. Masterfiles and databases usually contain title, industry and other basic demographics across all the lists, which are in the masterfile. Top

7. What does /M mean?
'/M' stands for the cost per l,000 names ordered. This is the most common unit of measure on mailing list data cards. Top

8. What types of material are the names supplied on?
E-mail- a list of names can be delivered over a network. Cartridge - a portable tape media that holds more information than a diskette and comes in a variety of different formats.

CD-ROM - a compact disk format. It's like an audio CD, but uses a different track format for the data.

Diskette - a portable media read by most PC's.

Magnetic tape - The large, loose tape reels used on mainframe computer systems. Top

9. What is an SCF?
SCF stands for Sectional Center Facility. SCF's are the first three digits of a zip code and they allow you to choose geographic areas larger than a single zip code. Top

10. What does keying mean?
If several lists are used for one mailing, labels are "keyed" or assigned unique "key codes" so that the mailer can track responses back to the source of the list. Top

11. What kinds of lists are available?
There are two main kinds of mailing lists: Compiled and Response Lists. Compiled Lists - are made up from telephone directories and other information in the public domain. In the lectronic world, they may be lists created by programs which "harvest" e-mail addresses present on websites. Response Lists - are made up of individuals who have taken an action: subscribed to a magazine; purchased from a catalog; answered a space ad, TV or radio commercial; "Opted-In" to receive e-mail solicitations, etc. Each type of response list can be further divided. For instance, subscriber lists might be for business or consumer publications. Business publications can be paid or qualified. Top

12. What's the difference between a paid and a qualified subscriber?
Paid subscribers send their name, address and check or money order to purchase a subscription to a magazine. Qualified subscribers fill out a "qualification card" answering specific questions about their job title, job function, etc. If they qualify, they receive a free subscription to the business publication.Top

13. Do qualified or paid subscriber files make a difference to the person renting the file?
Yes. If you rent a qualified subscriber file, there are usually many selections, because the information from the qualification card is appended to the name and address information. When renting a paid subscription, often only the name (and name of company if it's a business publication) and address are available. Top

14. Will we need to provide a check in advance or will you invoice us?
If you are renting a list from us for the first time, we will ask for cash in advance. This is an industry-wide practice; after you have rented eight to ten times you can establish credit with our company. At that time you or the list broker will be invoiced once the order has been shipped. Top

15. This all seems very complicated. Is there an easier way to get a list?
Yes, a list broker will do the work for you. He or she can do research necessary to find the most appropriate list and can take care of many of the details for you - follow this link to the List Brokerage section of our website for more information. Top

16. Does it cost more to use a list broker?
No. The list owner pays the broker directly; you pay no more for the list if you use a broker than you would if you rented the list directly from the manager. Top

17. What is the difference between a list manager and a list broker?
A List Manager is a person who serves the owner of the list by handling all the details of renting their customer file. He/She promotes the list in a variety of ways, clears mailing pieces, plans for the security of the list and makes sure that all details of the transactions are complete. List managers process rental orders for mailers and list brokers. A List Broker researches and recommends lists to the mailer so that the best-targeted audience will be reached for each direct mail campaign. He/She also plans for the merge/purge and handles other details for the mailer. List brokers place their list rental orders through list managers. Top

18. If I rent 5,000 names, how many responses can I expect?
There is no set answer to this question: it depends on the effectiveness of your mailing piece, the type of lists you use and many other variables. However, it is generally accepted that a response rate of 1 to 2 percent is good. If you have rented 5,000 names you could expect from 50 to 100 responses. Response rates for highly specific e-mail lists can be significantly higher, sometimes upward of 10%. Top

19. How do I know that the names I'm getting have correct and deliverable addresses?
There is no guarantee; however, many lists are regularly sent to computer houses licensed to use the National Change of Address (NCOA) file issued by the U.S. Postal Service. Top

20. Can I get credit for the names I don't use?
You can take deductions that are standard within the industry if your lists have gone through a merge/purge at a computer house. Standard deductions include: Edit, Pander, Nixie and Intra-file dupes. Top

21. What is a Merge/Purge?
A computer process whereby lists may be "merged" together to facilitate zip code sequencing and testing segments, and "purged" of duplicate names, pander names, and other undesirable names or names which are to be saved for a later mailing. Top

22. How long does it take to get a list?
In most cases, from three to five working days after the sample mailing piece has been approved and the list owner receives the payments. Top

23. How many times can I use the list?
When you rent a mailing list it's for a one-time use only. If you would like to "reuse" the names you can place a reuse order and pay a slightly lower cost the second time. Top

24. How would you know if I used the list more than once?
Each list includes seed names and if one of those seeds receives more than one mail piece we will know that the names have been mailed more than one time. Top

25. Why is the minimum order 5,000? I was only going to mail 2,000 names.
The minimum order on almost all response lists is 5,000 names, although some large lists have a 10,000-name minimum. For the majority of mailers, this is the size needed to etermine if the list has worked successfully. If the list has a favorable response rate, the mailer will order larger quantities of names for their next mailing. Top

26. If a list is 100,000 names and I am only ordering 5,000 names which names do I get?
You could select by geographic region or, if you want to reach a cross-section of the country, the computer house will suggest an "nth" of the file. In the case of a 100,000 name file, when you are renting 5,000 names, you would get every 20th name on the zip-sequenced file. Top

27. Can I order a few thousand names from two or three lists to reach the 5,000 minimum?
No. Each list has a separate minimum order amount. However, you could test two different copy offers of 2,500 pieces each from your 5,000. And, some databases do allow you to select different list segments or demographic segments from within the masterfile to meet a minimum quantity. Top