Gone are the days of high cost email data acquisition.  With email aggregators in full force, the sheer quantity and targetability of email deployment has sky rocketed while the cost for effective deployment has plummeted.  What’s more, the effectiveness of email advertisement continues to improve.

Email Deployment Example
Let’s take a look at a typical scenario with a direct email campaign.  A medium sized retail specialty store wants to reach out to the local community.  Unlike others forms of marketing, an email broadcast can reach people on the cheap and collect names of potential customers from each which to further communicate your messages.  It wasn’t too long ago when email data wasn’t selectable by geography.  Now we have the ability...

Most mailing list brokers label mailing list databases that are not compiled as “special”.  The database tends to increase in value when begin labeled as such.  But the fact is, most mailing list brokers do not fully appreciate the source of one database source or another.  They tend to focus on the selects and pricing and maybe how the coverage is in their prospective direct mail marketer’s mail territory.  Ultimately, many a mail budget is spent testing a mailing list based on misinformation.

The importance working with an experienced mailing list broker cannot be overly emphasized.  You can never ask too many questions on how a potential mailing list has been compiled, when it was created, and when you are told of the update schedule, what exactly do they mean b...