Dear Sir or Madman

Considered buying a mailing list? Send targeted emails, not spam.

by Robyn Greenspan Ecommerce-guide Associate Editor [September 25, 2000]

Buying a mailing list for marketing and promotional purposes can often be a nightmare. The potential for invalid addresses, misspelled names and incorrect gender salutations is great, reducing the legitimacy of your message. If you plan on renting an email list of names and addresses, make sure that you get what you're paying for — outdated and non-opt lists are a waste of time and money.

When renting a mailing list, choose a company that specializes in online direct marketing and collects email information from opt-in subscribers. To ensure relevancy, data should be compiled from consumers that have requested information about specific interests. Subscribers should also have the ability to opt-out at anytime, eradicating them from the database.

Choose a list that targets your specific audience such as: ceramics; webmasters; pet owners; sports apparel; online buyers; business travel; among thousands. Once you've identified the relevant lists, fees usually include the names and distribution.

Sending your message to the right recipients separates your email from junk mail. You'll get the most positive results when the data is culled from consent-based lists. Get more information at eDirect.com and PostMasterDirect.com — companies that specialize in reaching potential customers.

—End