Consumer lists can be very interesting. It is amazing how much different information is available about consumers and their interests. Any time you register for something, or send in a product warranty card, make a credit card purchase, move, have a baby, buy a house, or get married, information about your actions is recorded somewhere and later compiled into a consumer list that can be useful for direct mail.
The consumer list can be broken down by demographics, including age, income, gender, homeowner status, zip code, area code, home value, and many more categories. If you are a pet owner, have a mortgage, own a business, or are involved in special interests, your name and these activities are categorized into a consumer list. Persons wanting to order a consumer list can specify which type of consumer they want to have listed. Hobbies, education, age, date of birth, ethnicity, whether they are mail order buyers, or if they have a special medical interest are all areas in which a consumer list can be ordered. This is called a targeted direct mail effort.
When a consumer list is pulled from over 210 million consumers that are possibly included, it is necessary to narrow down the focus, or target group. Consumer lists can be compiled from telephone directories, credit histories, government records, or private sources. Those who respond to any direct solicitation offers will find their names on a list that can be sold to an interested business or person.
If consumers respond to telemarketing, or email inquiries, they will be put onto a consumer list. The lists are then made available for sale, and marketing, to businesses for direct mailings. If they enter a contest, chances are their names will end up on someone’s list. Some lists of names are sold to larger direct mail companies, who then resell the lists to their customers. It is a very large part of the direct mail business, and an important part of the business.
There are options now in some countries for the consumer to “opt out” of consumer lists, and be removed from direct mailings, email contacts, and telemarketing calls. This is good, because that helps the direct marketers to avoid wasted mailings to uninterested persons. Consumer lists have been around for many decades, and they are growing daily.
