MyAudience Portfolio

Profile, Engage, Analyse & Enhance Target Lists


There is an ever increasing demand for smaller lists focussed on niche markets and localised campaigns. Rapid delivery is becoming more important, lists are now also being sold online pre-packaged without the level of strategic targeting or accountability, which the end customer has come to expect.

About lists

There are tens of thousands of lists on the market. Traditionally, lists have been obtained either directly from the list owner, through a list manager or from a list broker. You should allow a few days to a few weeks to obtain the data from these traditional sources and you will probably be charged a minimum value for data - £500 to £1,000 is not unusual.

Elsewhere on the Internet, you can obtain details on specific lists, in the form of a data-sheet. In some cases you can obtain rough counts, but very few web-sites allow you to actually purchase and download the data.

Where do lists come from?

There are several different types of lists available built from various sources.

Compiled/researched lists originate as publicly available data (e.g. Land Registry data) enhanced by further researched by the list owner.

Geo-demographic lists are based on census data overlaid with Electoral Roll data, household classifications and credit data. Some information may be imputed by statistical means. These lists can supply large quantities of data in small geographic areas.

Publisher lists contain readers of magazines / books / publications. They may be subscribers or controlled circulation.

Lifestyle lists are built from questionnaire information where consumers give details of their homes, family composition, finances and interests. Surveys can collect up to 2,500 separate pieces of information about an individual. These are therefore the most highly selective lists.

Affinity/transaction & response based lists are compiled as a result of a purchase, subscription, response or enquiry by a consumer, indicating an active interest in that product / service area.

Mail order buyers/enquirers These are buyers of mail order products or from a newspaper advertisement. Generally this data won’t offer many selections, but you do know that these people are used to responding to offers.

What sort of response should I expect?

Many factors will affect your response rate, including the list used, the timing, the creative, the offer, the copy and so on.

The Direct Mail Information Service (DMIS) has published response rate figures from different campaigns on its webpage. However many of these case studies will have been large marketing departments paying for top advertising agencies and copywriters.

Rather than spending your entire budget on a large campaign that delivers a poor response, it is best to test your campaign first on a targeted selection.

reasonable level of gone-aways

A reasonable level of gone-aways?

Some level of undeliverable addresses are inevitable. People and companies move or die and even the most up-to-date list will contain some inaccuracies. Your list supplier should make you aware of their policy for management of ‘goneaways’. You must return any ‘goneaways’ to the list-owner; this enables the list to be updated in line with guidance laid out by ICO and DMA.

Buying a list

• Is there a minimum quantity or value?

• How long will it take to be delivered?

• What is the policy relating to goneaways?

• What is the source of the data? Is it liable?

• What is the frequency of updating? When it was last updated?

• How selective is the list? Does it allow you to accurately target your best prospects?

• What is the cost of the list? Are there any hidden or additional costs over and above the base price?

• Does the list owner require that the list is only handled by a registered fulfilment house or can you do this yourself?

• Does the allowed usage of the data fit your requirement (i.e. single-use, multiple-use)?

Experian
Land Registry
Royal Mail
Valuation Office Agency

Guidelines

There are a number of laws and self-regulatory guidelines covering various aspects of direct marketing that you should be aware of;

• The Direct Marketing Association publishes Best Practice Guidelines for all UK direct marketers.

• Certain types of promotion should always be checked with the DMA before implementation (e.g. tobacco, slimming products). Advertising to minors is not allowed.

• The Data Protection Act requires companies and other organisations holding personal data to register the type of data held and its intended use.

• The Telecommunications Regulations enshrine the right of consumers and some organisations not to receive direct marketing calls or faxes.

• The Advertising Standards Authority. Is your marketing material “legal, decent, honest and truthful”?

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