How to Obtain a Marketing List

Marketing lists are an effective way to target your marketing messages to a specific demographic and increase the effectiveness of advertising campaigns. Marketing lists can be based on many factors, including age, geographic region, economic class, home ownership, family composition and credit worthiness. Whether you create a list from an internal database or from an external marketing list service, make sure to include as many list requirements as possible to receive a relevant marketing list.

Instructions

1. Decide whether you need a list from an internal company database, or need to purchase a marketing list from an external company. If you plan to use a marketing list to target existing customers, an internally obtained list will be appropriate. If you have a large number of customer leads, an internal list may also provide enough information for your marketing campaign. Consider using a marketing list company to help fill any missing information from internal lists as a cost-effective marketing list solution.

2. Create requirements for your list. You will need to include the information required on your marketing list, such as names, addresses, phone numbers and any demographic information to customize your advertising. Additionally, define the parameters for your marketing list. These parameters could include age range, education level, family status, credit-based information, geographic location and any other information available from your internal database or from a marketing list company.

3. Submit your list requirements. For internal purposes, give your list to the appropriate information technology personnel. If you plan to use an external company, search for a company that can meet your list requirements. Some companies such as D&B focus on list marketing to companies, while companies such as InfoUSA.com offer consumer and business lists. For lists with credit-based information requirements, you may need to buy your list from one of the credit reporting agencies, such as Equifax.

4. Obtain your marketing list. Review the data and spot-check some records to ensure accuracy based on your requirements. Spot checks can be done through test calls if necessary.

5. Scrub the list. Scrubbing your list requires matching your list to internal information to remove unmarketable prospects. For example, scrub your list to remove existing customers for a 'new customer' advertising campaign. If your marketing list will be used to make phone-based sales calls, make sure to scrub your marketing list of anyone on state and federal do-not-call lists to prevent legal problems.

References

• D&B Marketing Company Lists
• InfoUSA.com Service Options
• Equifax Information Solutions