How Much Does a Marketing List Cost?

by Donna Peterson

The owner of the data dictates the pricing of a list, so the cost varies depending on Industry, Selections, Geo, and, most importantly the Type of List: Email - Postal - Telemarketing. The advertised price on most lists is on cost per thousand bases (noted /M). If working with a list broker, they can generally negotiate a lower price based on the volume they do with each vendor.

 

Before reviewing prices, you must make sure you are comparing apples-to-apples.

 

You can buy thousands of records for around $100. But, wait before you get excited, these files are a combination of records harvested from unknown sources and are not permission-based, they are considered "JUNK LISTS". Often, the people on these lists have not given their consent to be listed or opted-in. Continue reading because, in the next section, there will be more information on how to determine safe lists.  

 

If the Price is too low, the data is most likely old or illegally gathered.

 

There are 3 ways to buy/rent data:

  • 1 year Lease of Data: Pricing: $300/M - $400/M Worldwide data.  1-year lease allows you to use the data for 12 months on an unlimited basis. Due to GDPR some listowners will only supply generic emails, so make sure you confirm that before ordering.  Here are some of the data fields you will receive information on: Company name, Job Function, Full Postal address, Phone No., Email where available, Website URL, Primary Industry, Head Office, Employee Size, and Revenue. This data is phone verified regularly by individuals in English speaking countries.
  • Outright Purchase: There are a few vendors that might allow you to purchase postal and email data, but this is not the norm in the data industry. This pricing varies a great deal from $100/M to $1,000/M, it all depends on the type of data (postal, phones, email) you want to receive, and how many selects (job title, job function, employee size, etc.) you specify. 
     
  • Renting Data For a One-Time/Multiple Use: With this option, a client rents the data for 1-3x use on their chosen dates. We encourage our clients to use this option since it allows companies the most flexibility in planning a marketing campaign. A client can rent lists from multiple sources pulling different selects and test them against each other.

There are 2 main types of lists - Compiled & Response:

Compiled lists are a combination of records from a variety of different sources. For example, - Dun & Bradstreet, Hoover, and ZoomInfo. Some compiled lists are sold on a monthly subscription basis, but they do not give you the flexibility to test different industry-specific files to see which are the best for your offer.

The pricing below is based on one-time use.      

Compiled Email List Prices: $ 40/M - $425/M         

Compiled Postal List Prices: $ 65/M - $375/M

 

Response lists are a combination of individuals from Industry-specific publishers/magazines and conference companies who have responded to a specific offer and have opted-in to receive 3rd party promotions. These lists are a valuable asset to the owner because they use the same files for their internal promotions. The owners will never release the email addresses to an advertiser. Instead, the advertiser's HTML must be sent to them so they can do the email deployment, and the postal list delivered to a bonded mail house.   

Response Email List Prices: $ 300/M - $500/M Worldwide,   

Response Postal List Prices: $ 150/M - $325/M Worldwide

 

The minimum on each list varies, but most vendors use a 5,000 record minimum.

 

As mentioned above, we highly recommend renting data for one-time use. Start with a small test, analyze results, and change selects to improve responses on later marketing campaigns. Once you have a good understanding of your specific audience or ideal target, the your ROI will be.

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“For our company, our data is as much our product as our content itself is. Advertisers not only choose to spend their advertising dollar with us because it will appear alongside quality, timely, and industry-pertinent information but also because they know that their message is getting into the right hands. When they rent an email list or advertise in one of our publications, they can expect that it will reach people interested in hearing from our industry partners. We have clean, quality data, and that makes the difference.”     Rachel Chapman, Audience Development Manager,     Document Magazine |  Mailing Systems Technology  |  Parcel Magazine  |  Personal Fitness Professional Magazine

 

Most of you have probably received an email that looks just like this, several times a week -

Unethical List Request-1Have you ever tried to figure out the source of the list?

Have you ever asked them if the file is opted-in and compliant with regulations worldwide?   

I have asked these questions and never got a straight answer.  One time the person asked me, What is opt-in?

 

Red FlagSTAY AWAY FROM FILES LIKE THIS

 

If you would like to see what files are most appropriate for your offer, please feel free to reach out to me directly.   Donna A. Peterson

Phone 860-210-8088

Email:  dpeterson@worldinnovators.com

Topics: direct marketing, email lists, b2b list, marketing lists

Donna Peterson

Written by Donna Peterson

Donna Peterson is a B2B marketing specialist who increases her client's profit while saving them time. To get actionable marketing tips & techniques follow her on LinkedIn, Facebook and/or Instagram.

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