Mailing lists play a key role in determining the level of success enjoyed by a marketing campaign, it has been suggested.

According to Resource Nation, consumer lists and business lists are key to making sure that a marketing campaign is targeted and reaches its intended recipients on time, reports BMighty.

The firm pointed out however, that rented and purchased mailing lists typically only deliver between one per cent and two per cent open rates, so it is better for marketers to collect customer data themselves to build up their own lists.

“If you do buy a list, it’s worth spending extra on lists that match the demographics of your customers,” Resource Nation said.

Marketers who opt to pay for mailing lists were also advised to obtain up-to-date addresses to minimise the chance of delivering communications to dead leads.

Simon Bird, technical director at e-commerce company dotCommerce, recently noted that marketers can use people’s Christmas shopping lists to expand their own emailing lists this holiday season.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases