Everything You Always Wanted to Know About Lists and Media Selection but Were A

It's time to stop looking at quantity and start seeking quality. You can start by realizing that - at the end of the day - you are not building a list, you are building a community!

Getting to Know Your List

Accompanying your printout of list and media choices should be a data card. Data cards contain standardized information on all media and lists.

Purchase Channel: This tells you whether the list is direct-mail sold, email lead generation, or compiled (i.e., the names were culled from directories).

Average Unit of Sale (AUS): This is very important when selecting your list. If you are selling high-end riding lawn mowers that cost as much as $4,000 or more, you don't want a list of people who purchased only gardening gloves for $9.95.

Universe Size: This is simply how large the list is. A list's universe size is an important consideration in making roll-out decisions.

Not All Lists Are Created Equal

There are basically two kinds of lists that you can market to:

Hot Leads: People who have opted in to receive e-mails from you but have not yet made a purchase. They have taken the first step by saying they want information from you.

Buyers: People who have opted in and have purchased one product from you.

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