October 2005
Cheat Sheet: List management
How to build and maintain attendee mailing lists
By Linda C. Chandler

List sources
• Organic — Consider all the data you own that may or may not have been consolidated, including lists from current and past registrations, inquiries to Web sites, survey respondents, prize-drawing entries, etc.

• Association partners — Association lists are usually updated at least annually and have names of people involved in the target industry.

• Exhibitors — Lists tend to be current buyers or qualified prospects with past purchases or recent inquiries. If exhibitors are hesitant to give lists, ask them to send lists to a third-party fulfillment house or supply promotions that exhibitors can distribute.

• Industry publications such as magazines and directories — Lists indicate interest in the industry but are broader in range and may be more difficult to target, unless the publication offers selection processes. SRDS (Standard Rates and Data Service, www.srds.com) offers comparative information about publications and their circulation.

• Related shows or associations — Broaden your scope to include related industry lists. For example, the International Pool & Spa Expo might consider lists from shows or associations involved in outdoor furniture or gardening.

• Competitive shows — You may be able to obtain lists from shows serving different segments of the same industry but be prepared to share your lists in a trade arrangement. One source says competitor’s lists are “rare but coveted.”

• Reputable list brokers/sources — Brokerage lists are easy to obtain but not the best tactic to rely on. They may be too broad or updated infrequently.

What to look for
• Don’t take a random “shotgun” approach. Hone in on your niche market.

• Ask the provider to substantiate how the names were obtained to see whether the purpose actually fits with yours. Lists of buyers of a product are more valuable than prize-entry lists, for example.

• Business-to-business or business-to-consumer cooperative databases that have proven reputations should be willing to provide a representative sample for testing.

• Check the quantity and geographic distribution of the list.

• Ask how often the list is updated. Because of rapid workplace changes, every two to three months is ideal, but most lists will be updated only once or twice a year.

• Inquire about return percentages for snail-mail lists or bounce-back rates for e-mail lists.

• Ask about response rates to see if they’re similar to your established lists. Determine your own threshold to balance spending on current clients vs. access to new names.

• Check the depth of the list. In addition to names, addresses, phone or e-mail, does the list include titles, buying authority, purchasing history, budget figures? The more details, the better you can target.

• For e-mail lists, inquire about open rates and click-through rates, as well as bounce-backs.

• Be leery of list deals that sound too good to be true. Bargain rates may be old lists with lots of bad information or unqualified names.

Maintaining your lists
Regardless of where you originally obtained prospect names, once they respond to you, they’re yours to maintain. Give the people on your mailing lists every possible opportunity to update their information.

• Ask for contact information/title/demographic updates at least once a year.

• Put a link on every page of your Web site allowing people to enter or update their contact information.

• Send your first “save the date” mailing at first-class postage/return service requested so you can receive forwarding information to clean your list before subsequent mailings.

• Have a dedicated fax line for contact updates.

• Be sure to follow all “can spam” laws about opt-in and opt-out requests concerning e-mail and “do-not-call” regulations for telemarketing.

Rules of thumb
• Expect at least a 10 percent to 15 percent change rate if you update your business list once a year.

• If an e-mail bounces twice, delete it from your list.

• Be willing to negotiate trades for good lists. Offer booth space, publication bins, advertising or your own list in exchange for a valuable source of good prospects.

When it isn’t the list
• Poor response isn’t always the fault of the list. Examine whether your message and graphics are appropriate and appealing for the target audience. One company created two different e-mails to send to a test sample. One produced much better click-through results than the other, so they used the better one for the mass marketing.

• Timing is an issue with e-mail and snail mail. Sophisticated direct marketers know which day of the week and time of day to send e-mails and how far in advance to drop printed materials.

• Integrate your marketing efforts. Don’t rely on one method to reach your audience, especially when you’re trying to reach new prospects. Mix up magazine advertising, direct mail, e-mail, PR and other media.

Sources
Jennifer Cox, Southern Nursery Association Inc., (770) 953-3311, www.sna.org
Don Knox, ad:tech/dmg World Media, (415) 464-8500, www.ad-tech.com
Cristopher Levy, Shomex, (310) 450-8831, www.shomex.com
Kim Rogers, International Pool & Spa Expo/Hanley Wood Exhibitions, (972) 536-6353, www.hanleywood.com
Jai Sanyal, Experian Marketing Services, (224) 698-8628, www.experian.com