Q: I would like to mail shot people interested in horse racing. Where can I obtain a relevant list of names and addresses?
Aug 17 2005
Answered by: Jackie Jarvis Ask a question
There are several companies that provide lists of names and addresses so that businesses can use them for direct mail. As you have obviously realised from your question, any old list won't do. The response rate is much higher if you mail to a list of people that you know will be interested in what you are trying to sell. Other factors which determine response rate include how recently the names were acquired by the business selling use of the list and how the names were gathered (were they all responses to advertisements or other mailers, for example, rather than compiled from the electoral roll). It is also important that the list is maintained well, so that people are deleted who have asked to be taken off the list or if they moved or died.
It's important for this reason to know the provenance of a list you use. If you don't know a list vendor directly, using a list broker who is a member of the Direct Marketing Association (www.dma.org.uk; 020-7291 3300) gives you some comfort. You can get a selection of list brokers from the DMA and the organisation also publishes various directories and guides, which may be worth viewing.
With any list be very cautious the first time you use it. Only buy the minimum quantity for the first time, and consider mailing only a percentage of it, so that it your mailer flops completely you can demand your money back for the other names (and you will have saved a lot of money in postage and stationery).
A company called Hilite Direct Marketing Services (www.hilitedms.co.uk; 01474-874848) handles several sports and betting orientated lists that may be suitable and if you let them have a copy of your mailer they should be able to advise you on the best list to use. Other list brokers who may be of help include Tri-Direct (www.tri-direct.co.uk; 01256-810656) Dudley Jenkins (www.dudleyjenkins.co.uk; 020-7871 9000) or Listbroker.com (www.listbroker.com; 0870-1201326).
Finally, you should also think laterally about other lists. It might be worth contacting a few racecourses, to see if they have lists of members available that you can mail.
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