Frequently Asked Questions

New or First-Time Mailers

What do you need from me in order to process my order?
How many times am I entitled to use a list once I receive it?
Once someone buys from me can I mail them again?
How many names do I have to order?
Can I select my names by state or zip code?
How long will it take to get my names?
What material is the list supplied on?
If I take more than one list, how do I track which one is responding?
What is a letter shop and how do I find a good one?
How much do mailing lists cost?
What if the best segment of the list to take, and the best time to mail?
What’s a multi buyer?
Is there a guarantee that a list will work? Do I have to pay for it if it doesn’t?
Is there a guarantee that all names will be deliverable?
Can I send out my mail pieces whenever I want?
If I have more than one list, how do I identify duplicate names?
What’s a merge purge?
Do I have to pay a fee to you?
Where are mailing lists kept?
What is a net name arrangement?
Once I mail a list, how does the response come in, and when is it finished?
What does a broker do for me?
How much does an e-mail list cost?

Q: What do you need from me in order to process my order?
A: First, we need to see an actual copy of the mail piece you plan to send out. All list owners will want to see this before they release names. We also need this in order to evaluate the best lists(s) for you to test for your mailing. We then need to know how you want the names supplied (see question on materials).
- We need to know when you want to receive your names.
- We need to know exactly when you will mail the names.
- We need to know where you want the names to be sent.
- We need to know how many names you want to order.
All new mailers will need to provide pre-payments: this is required as an industry standard before orders will be run. (Please note: when we give you an amount, it’s our best estimate only. We may end up needing to adjust your amount one way or the other due to factors such as shipping costs, slight overages of quantity order, etc. We can simply bill you for the balance (or in some cases refund to you) after the actual amount is known. You also need to supply us with credit information on your company. Once you have established a continuous credit history (usually 3-5 orders) you will be allowed to pay for names 30 days after you have mailed them).
You need to be aware that sometimes a list owner may deem your offer as too competitive and will not accept your mail piece or turn it down for other reasons. As much as possible, we try to pre-clear all mail pieces so you won’t place an order on a list for which you’ll likely be turned down. [Top]

Q: How many times am I entitled to use a list once I receive it?
A: Once. All lists are rented for a one-time use only. You may be required to sign a one-time use agreement. All mailings lists are “seeded” with decoy names so list owners will be able to determine if their file is mailed more than once. It’s your own responsibility to ensure names are not misused. There are very severe consequences for mailing names without the list owner’s approval! [Top]

Q: Once someone buys from me can I mail them again?
A: Yes. Once someone responds to your offer they become part of your “housefile” and you are entitled to mail them as you want. [Top]

Q: How many names do I have to order?
A: Most lists have a 5,000 name minimum order, but some have a 10,000 name minimum. (The word thousand is also expressed as 5/M i.e. 5M = 5,000). [Top]

Q: Can I select my names by state or zip code?
A: Yes, you can select by state, zip code, or “SCF” (sectional center facility, i.e. the first three digits of the zip code). This usually costs about $5/M extra. Normally, if not specified, your names will be pulled on an “nth” name basis. This is a cross section of the file across the country, pulling every “nth” (a random select, i.e. every tenth name for instance). [Top]

Q: How long will it take to get my names?
A: It takes between 5-10 working days for a list to be processed. It then takes another 1-10 days for you to receive the names; depending on what shipping method you request. Federal Express overnight can often cost $45-$55 . Files can be transmitted via Email as well. Cost is $50-$75. Other methods are somewhat less. [Top]

Q: What material is the list supplied on?
A: It can be supplied on Cheshire labels (you need a lettershop to apply those to your mailing piece), pressure sensitive labels (i.e. sticky back/peel-off labels, usually about $9 per thousand extra), or a magnetic tape or diskette (which you need a service bureau to run/output labels for you. Costs $25-$50 flat). If you’re working with a service bureau or doing a merge purge, a magnetic tape or diskettes is usually required. FTP file transfers are available on a case-by-case basis. [Top]

Q: If I take more than one list, how do I track which one is responding?
A: You can “key-code” your labels so if you take XYZ list, key the labels XYZ…but you must make sure that the customer knows to include the key on order forms, and that your telephone order staff knows to ask for it. [Top]

Q: What is a letter shop and how do I find a good one?
A: A letter shop is responsible for applying the address labels on to your piece and mailing them out. This is a very simplistic explanation, and it’s best if you talk to the letter shop yourself. We can usually help you find one, and often your local yellow pages will list them. [Top]

Q: How much do mailing lists cost?
A: Anywhere from $50 per thousand to $150 per thousand (or more), depending on the list. Catalog and publishing response files are the most expensive; compiled files are the least expensive. The list owner sets the price. [Top]

Q: What if the best segment of the list to take, and the best time to mail?
A: These are things to discuss with your list broker, because they will vary depending on the list and on your offer. [Top]

Q: What’s a multi buyer?
A: This is a person on a list who has brought more than one time. Or, it’s a person who appears on more than one list. These multi's are very good buyers, and you can mail to them as many times as they appear (that is if you get a name twice, you can mail it twice). [Top]

Q: Is there a guarantee that a list will work? Do I have to pay for it if it doesn’t?
A: There are no guarantees that a list will work. You must pay for the list, even if it does not pull what you expected or hoped for. Your broker can help you target lists to maximize response, but no one can guarantee that a given list will perform well. [Top]

Q: Is there a guarantee that all names will be deliverable?
A: Usually not. An average list will have a very small percentage of undeliverables, but there will always be some. The number is usually so small it’s insignificant. [Top]

Q: Can I send out my mail pieces whenever I want?
A: No, you must make your broker aware of the exact dates you will mail. [Top]

Q: If I have more than one list, how do I identify duplicate names?
A: If you order them on labels, you can’t unless you actually go through the labels yourself. Otherwise, you can do a “merge-purge”. [Top]

Q: What’s a merge purge?
A: A merge/purge is a computer program that merges lists together and purges the duplicate names. You order lists on magnetic tape, ASCII diskette or an electronic file format and a service bureau runs them against each other to identify duplicates. Your broker can help you determine when a merge is necessary (probably not until you’re taking 50-100,000 names and using 5-10 different lists). It will also identify undeliverable names (which you do not have to pay for). [Top]

Q: Do I have to pay a fee to you?
A: No, the list owners pay us a commission. [Top]

Q: Where are mailing lists kept?
A: They are maintained at service bureaus, and there are hundreds of those in the country. Therefore, if you order more than one list, chances are very good you’ll receive labels or tapes from more than one place. [Top]

Q: What is a net name arrangement?
A: When you start to use lists in large quantities, (and are using a merge purge), you will notice the lists duplicate with each other more and more, and with the house file you’re building, resulting in lower “nets”, i.e. names you don’t already have on the other lists or on your house list. Your broker can usually start to negotiate net name payment arrangements when you take 50,000 or more on a list. Typically an 85% net is the starting point. You pay for at least 85% of the names, or what you mail; whichever is higher. You’ll pay base price and “run charges” on the unused names. Selections charges must always be paid on the total amount of names you receive. [Top]

Q: Once I mail a list, how does the response come in, and when is it finished?
A: For catalog or merchandise mailer, from the time your catalog reaches the prospect’s home (first class 2-3 days, third class 2 weeks or so) your response will be 75% finished 4-6 weeks out. You will probably see a few additional orders for a couple more weeks after the 4-6 week mark. By 8 weeks consider initial response final. Publishing mailers with free trial offers typically have to wait months to finalize returns, conversion, etc. after initial response is in. [Top]

Q: What does a broker do for me?
A: Your broker is a consultant in many ways. He or she is responsible for knowing about more than 35,000 lists that are on the market, doing any research necessary for you, recommending the best possible list for your offer and making sure they get to you in time. Your broker does all invoicing for lists. Your broker is also there to negotiate prices for you when that is appropriate, can help evaluate results, and give you help and advice on many aspects of your direct mail, alternate media or email plans. If you use a broker wisely, he or she can be an invaluable addition to your team. [Top]

Q: How much does an e-mail list cost?
A: E-mail lists costs range from $20 per thousand to $300 per thousand depending on the list and the selections within the list. Most lists have a minimum order quantity of at least 5,000 names and many have a minimum of 10,000 names. In additional to the list rental costs you would also incur charges for the deployment and delivery of the names. The delivery costs range from $50 per thousand to $100 per thousand although there are often minimum charges for a job that range from $500 to $1000. [Top]