RESPONSE LISTS:  These are comprised of individuals (either at home or business address) who have taken a direct action such as making a purchase, subscribing to a publication or entering a sweepstakes. 

COMPILED LISTS:  Compiled data is derived primarily from public sources of information. Examples would be telephone and business directories, association rosters, government records, yellow page listings, and registrations of various types. Buying activity is not known. Compiled lists are often used to expand a client’s marketable universe beyond response lists, to saturate a particular geographic area or reach those in specific industries or professions at a lower cost than response lists would permit.

An ideal direct mail test should include no fewer than 10 lists and ideally up to twenty.  The test quantity should be determined based on the number of responses you will need to yield what you deem to be a measurable response rate. A dupe elimination and merge-purge should be done to reduce waste.  Each list should be keycoded so that individual list results can be read. The lists that were at or above breakeven should be retested, and refined segmentation considered for those needing a lift in profitability.  New lists in the profitable interest categories should be tested as well to verify your true market area. These procedures will take several months to complete.  It’s best to test continually and adjust results for seasonality. Your budget, however, will dictate the parameters.

Leon Henry Inc. list brokers have the direct marketing experience, knowledge and ability to make a difference in your next direct mail campaign. We know precisely how to find the right mailing lists and target the most responsive segments for the greatest impact. Be it consumer or business-to-business, responsive, compiled or e-mail lists, our list brokers know the marketplace. You can benefit from our brokers expertise!