Linus Gregoriadis, research director at Econsultancy, explained that investing in third-party lists can help firms reach new customers.
“If you’re a business and you want to find new audiences, you do have the option of buying third party lists,” he said. “Sometimes they can be quite valuable sources of information.”
However, he reminded marketers that any business lists need to be as relevant as possible to ensure that the right audience is being reached.
The success of direct mail campaigns and how effective lists are not only depends on the “quality of the list” but also on “the deal you are able to strike”.
“The bottom line is that essentially any list needs to be clean and relevant – there’s no point in emailing people who aren’t going to be interested,” Mr Gregoriadis concluded.
Richard Gibson from the Direct Marketing Association’s Email Marketing Council recently offered similar comments, explaining that business lists have a significant role to play in direct mail campaigns.