Sources

• Determine the source of the data before purchasing a mailing list. List brokers offer scraped or opt-in lists. A scraped list contains contact information compiled from publicly-available sources such as phone books, websites or directories. An opt-in list includes people who have given their permission for others to email them relevant information.
  
  Opt-in lists require more investigation before purchasing, as the mailing list companies build the lists using very different scenarios. A person opts into a list by checking a box or otherwise indicating a willingness to receive future mailings from third-party companies. Some mailing list companies get subscribers to unknowingly opt-in by hiding language in their Terms of Service, knowing that most people will not read the entire document. These lists may not generate a good response unless the originating site is in a relevant industry.
  
  

Data

• Lists intended for postal mail distribution should include the mailing address at minimum. Email lists should include an email address. Look for lists that provide as much information as possible including first and last name, address, phone number and email address. Be sure that lists intended for business-to-business mail include the company name as well.
  
  

Segmentation

• Targeted lists generally show the best return on investment. Look for lists segmented by demographic or lifestyle attributes, such as age, income, marital status, gender, hobbies or interests, and select the attributes most relevant to your message. Targeted lists almost always show a better return on investment since the recipients all have something in common with the advertised product or service.
  
  Geographical segmentation is inherent in lists that contain physical mailing addresses. Determine the list broker's capability of segmenting email lists geographically as well unless your product or service has no geographical constraints.
  
  

Pricing

• The prices for mail lists range from pennies to a dollar or more per name or record. Scraped lists should cost the least since they contain publicly-available information. Opt-in lists are more expensive, particularly if the source is well-known and reputable. A list of subscribers to the New York Times who have agreed to receive information from third-party companies in your industry, for instance, should cost more than a list from an unknown website. The price also varies depending on the amount of information provided for each name, whether the list is electronic or on paper and how targeted the demographics of the list are.
  
  

Cleansing

• Ask the mailing list company how often they update and cleanse their lists and the last date that they updated the list being considered for purchase. Outdated lists with bad addresses will cost you money, particularly in lists intended for postal distribution.