Response lists vs. compiled lists

Most mailing list brokers actually get their lists through mailing list owners. Some owners simply manage huge databases of information for tens of millions of consumers and businesses. These “compiled list” databases are populated with information collected from various sources such as telephone directories, credit bureaus, and annual reports.

Other mailing list owners have more targeted databases containing detailed information from people who have either inquired about a particular product or service, or permitted companies to contact them. These “response lists” can range from people who subscribe to a specific magazine to people who have completed and returned their product warranty card.

How fresh is the list?
While brokers can’t guarantee how much business a mailing list will generate, the “deliverability” – the percentage of names that actually reach their intended recipient – is crucial. List owners constantly add new data and prune outdated information to keep their lists accurate. The industry standard for deliverability is roughly 92 percent.