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Mailing List Primer
The mailing list is the most important part of any direct mail campaign. That seems clear enough; to send out a mailer, you're going to need a list of intended recipients. But, as simple as that sounds, there's a bit more to know about renting a list. Besides identifying your marketing strategy and zeroing in on your target audience, there are other technical, legal and logistical considerations.This brief primer will give you a basic understanding, introduce you to some key concepts and summarize some general processes. Reviewing it will prepare you for a productive conversation with a list broker like Cornerstone.
And, when you're ready, the Direct Marketing Campaign Planner will help you start that conversation.
View PDF (547KB)
Getting Started
If you're renting a list for the first time, you'll need to do a little bit of preparation as you get started. This section outlines the information you will need to provide to a list broker in order to rent a list. As well, it will educate you about the things to consider and the process involved in planning a list rental, including research and recommendations, turnaround times and one-time use policies.Understanding the Basics
After you've pulled together some of the required information, there are a few more details to consider. These include understanding where lists come from, list ownership and types of lists.Getting to Know Key Players
The process of renting lists is orchestrated by two main players: list brokers and list managers. Understanding their respective roles can help as you plan your direct response mailing.When you seek to rent a list, the Direct Marketing Campaign Planner can connect you to a list broker at Cornerstone.
When you own a list and wish to enhance revenue to your organization, use the List Marketing Information Request.
Determining Privacy Compliance
Whenever you are planning a direct marketing campaign, it is important to pay attention to privacy compliance. Canada has instituted private-sector privacy laws that regulate the use and disclosure of personal information—including the personal information found in commercially available lists. While the easiest way to be certain you are privacy compliant is to rent lists from a reputable firm like Cornerstone, understanding a little about privacy compliance can help you anticipate and avoid problems.
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