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Mailers must first decide whether to utilize Compiled Data or Response Data for the marketing initiatives. Compliled data is generally defined as data collected from public sources. This would include published data such as yellow pages data, public records, such as county records, self-reported data such as responses to questionnaires, warranty cards, internet questionnaires etc.

Response data is generally defined as data collected as a consequence of someone responding to an offer to purchase, whether that be a magazine, clothing, electronics or any other goods or services requiring monetary payment.

By its very nature compiled data does not prove a propensity to buy particular products or services. You may be able to collect data where someone has said that they are interested in, say, golf but it doesn’t prove that they will actually respond to golfing products or services. There are multiple reasons why such data is unreliable in terms of "proving" responsiveness. The source of data itself may be inaccurate. For example, research has shown that 40% of responses given on the Internet are false. Some people will not open a mailing piece regardless of the offer and their interest in it.

Another important element of compiled data as opposed to response data is that compiled data is usually gathered by the originator for the exclusive purpose of selling the data to as broad an audience as possible, i.e. it is their core business. Typically there are tens if not hundreds of other compilers who are gathering similar if not identical information for sale.

In contrast, response data by its very nature does prove that someone has a propensity to buy particular products or services. Even though the data may be limited to a name and address, these people are proven purchasers of certain products and services. However, even with appended demographic data there is an indefinable element to each individual response list that includes a common but indefinable propensity to respond to particular offers in a certain manner. Two lists that on the face of it appear to be similar (two similar clothing catalogs for example) often respond very differently to two apparently similar offers (two credit card offers for example).

Also, in contrast to compiled data, response data is usually derived as a consequence of conducting business, i.e. it is not the core business.

Choosing the Lists
Once you've decided which list type to use, the extensive process of identifying, qualifying and testing actual lists for your campaign begins. It is at this point that the services of a professional list broker, like Infocore, are invaluable.

There are more than 55,000 lists on the market today, and each has its own set of pros and cons to be considered. Once selected, prudent marketers typically do a test to rate how well the list performs within their campaign, and later they'll "roll out" a list that performs well.

The professionals at Infocore assist clients with every detail of list identification, evaluation, testing and final acquisition. We monitor and manage every step in this detailed process, and we use our considerable negotiation skills to ensure that our clients get the advantage of our reputation and experience when it comes to list pricing.

Click here to request a Free Consultation with one of our list selection experts and let Infocore make your direct mail campaign a success.

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