Lists are one of the cornerstones of any direct marketing program, whether it be a telemarketing list, a mailing list, a direct mailing list or a general marketing list. List quality can vary greatly, so it important to develop a relationship with a trusted List Broker, Telemarketing List Broker, Email List Broker, or Mailing List Broker.
If you have a bad list, you will struggle with your campaign, even if you have your most attractive offer and your best people selling it. A list is bad when it has unacceptable levels of wrong numbers, wrong geographic area, inaccurate data, or filters were not applied correctly. If you see more than 10% of your list as bad, I would request a refund from your List Broker.
Twenty percent of the US moves every year, so if a mailing list broker or a telemarketing list broker isn't updating his list at least quarterly, it can go bad quickly. Ask if they update their list against the Post Office's National Change of Address (NCOA) and how often they do so.
You should also ask if they scrub the list for duplicates and against the State and Federal Do Not Call lists if you are doing telemarketing. No sense in paying for records you won't be able to use.
Be ready to answer the following questions when talking to a list provider:
- Are you trying to contact businesses or consumers?
- What is your targeted geographic region?
- Can you specify specific zip codes?
Are the following filters important:
- Target IndustryTarget Job Title
Approximately how many names do you want to contact?
(realize that few call centers will penetrate a list more that 70-80% of the total list count)
Generally, you will be charged at least a $500 minimum, not matter how few records you request.
If you are going to use the list for an outbound campaign, you need to register with the FTC for the Do Not Call list.
Here is information from the FTC about the Do Not Call legislation and procedures. You HAVE to know this stuff as there are huge fines for violators. The government is very serious about enforcement. Don't risk getting caught! This is from the FTC at:
National Do Not Call Registry
What kinds of organizations may access the National Registry?
Seller ¨C includes any organization that, in connection with a telemarketing transaction, provides, offers to provide, or arranges for others to provide goods or services to the customer in exchange for consideration. A seller also may be a telemarketer, if it is calling on its own behalf. Or a seller may retain one or more telemarketers.
Telemarketer ("TM") ¨C includes any person who, in connection with telemarketing, initiates or receives telephone calls to or from a customer. Telemarketers may access the National Registry at no charge if they are authorized to use their seller/client's Subscription Account Number (SAN), and they use the data they download only for that client. Telemarketers also may gain "independent access" to the National Registry if they wish to do so voluntarily by paying their own access fee and if they agree to the certification requirements. Even if telemarketers gain "independent access," they may not use the data to place calls except as authorized by a seller/client's SAN.
Service Provider ("SP") ¨C a person that provides assistance to sellers or telemarketers to engage in telemarketing, such as list brokers and service bureaus. Service Providers may access the National Registry at no charge if they are authorized to use their seller/client's Subscription Account Number (SAN), and they use the data they download only for that client. Service Providers also may gain "independent access" to the National Registry if they wish to do so voluntarily by paying their own access fee and if they agree to the certification requirements. Even if service providers gain "independent access," they may not use the data to place calls except as authorized by a seller/client's SAN.
Exempt Organizations ("EO") ¨C an organization that is exempt from both the FTC's and FCC's requirements to access the National Registry, but that voluntarily chooses to access the information solely for the purpose of preventing telephone calls to telephone numbers in the National Registry. Exempt Organizations include charities or non-profit organizations, organizations engaged in political solicitations or surveys, or sellers or telemarketers that call ONLY consumers with whom they have an established business relationship or from whom they have obtained the express written agreement to call. See 16 CFR ¡ì 310.4(b)(1)(iii)(B)(i) and (ii). Exempt Organizations must wait three business days following the submission of their request to access registered telephone numbers before they may be given access to such numbers. We may contact you if we have questions about your status.
What is an Organization ID?
For each organization that creates a profile, the system creates a unique number known as the Organization ID. This ID must be used together with a password to log in and access the National Registry.
Who is the Authorized Representative for an organization?
An Authorized Representative is the person in an organization who certifies that the organization will comply with the requirements of the National Registry and serves as the point of contact for law enforcement and for the National Registry's Help Desk; pays for area codes, if a fee is owed; and manages passwords.
What is Certification?
The Authorized Representative and the person accessing telephone numbers for any organization must certify compliance with the requirements of the National Registry. No organization will be permitted access until certification is complete. Here is the full text of the Certification:
I am authorized to certify and do so certify on behalf of my Organization, as well as any Clients for which my Organization is accessing the National Do Not Call Registry:
- that I have reviewed the Federal Trade Commission's amended Telemarketing Sales Rule, 16 CFR Part 310, and the Federal Communication Commission's Rules and Regulations Implementing the Telephone Consumer Protection Act of 1991, 47 CFR Section 64.1200, I am familiar with their requirements as they pertain to my organization, and our access to the National Registry is permitted by law and is solely to comply with the provisions of these Rules, or to otherwise prevent telephone calls to telephone numbers on the National Registry;
- that our statements to the Federal Trade Commission in connection with accessing the National Registry, including our identification of Organization, Representative, Clients (if any), and status as an Exempt Organization (if claimed), are true, correct, and complete;
- that our fee(s) for access to the National Registry, if required by law, either has been or will be paid before downloading any data from the National Registry; and
- that our use of this National Registry Web site establishes our actual knowledge that abusive telemarketing acts or practices are unfair or deceptive and prohibited by law, and that such illegal acts may include:
- selling, renting, leasing, purchasing, or using any data in the National Registry for any purpose except compliance with the provisions of the FTC and FCC regulation of telemarketing or otherwise to prevent telephone calls to telephone numbers on the National Registry;
- participating in any arrangement to share the cost of accessing the National Registry, including any arrangement with any telemarketer or service provider to divide the costs to access the National Registry among various clients of that telemarketer or service provider;
- initiating an outbound telephone call to a person's telephone number on the Registry unless otherwise authorized by law.
The text below is provided only to Exempt Organizations when they are certifying compliance. They are required to indicate the type of Exempt Organization they are by checking the radio button beside their selection.
NOTICE CONCERNING EXEMPT ORGANIZATION STATUS:
I am authorized to certify that my organization is an Exempt Organization for the purpose of accessing the National Do Not Call Registry and thus should be given access to the Registry without charge. I understand that it is a violation of federal law for my organization to access the Registry without charge if payment of the fee is required by law.
Choose the description that best fits your organization's exempt status:
- Charitable Calls and/or Tax Exempt
- Survey Calls
- Political Calls
- Established Business Relationship/Express Agreement Calls
See, e.g., 16 C.F.R. ¡ì 310.4(b)(1), (b)(2), 310.8(e); see also 47 C.F.R. 64.1200.
What is a Subscription Account Number?
A Subscription Account Number (SAN) is a unique number identifying an organization's subscription to area codes in the National Registry. The SAN is assigned when payment is accepted. At the end of the annual subscription period, the SAN expires. Click here to see how an organization may use its SAN.
What is the annual subscription period?
The annual subscription period is the twelve months following the first day of the month in which an organization's subscription is accepted. For example, if an organization subscribes on September 15, 2003, its annual subscription period will expire on August 31, 2004. During its annual subscription period, an organization may download registered telephone numbers in area codes for which it has subscribed.
What is an EIN? What is an SSN?
An Employer Identification Number (EIN) is a number assigned by the Internal Revenue Service to companies and organizations. You are required to enter your organization's EIN to create a profile, unless you are the sole owner or proprietor of the company or organization. An EIN has the format nn-nnnnnnn.
A Social Security Number (SSN) is a number assigned to an individual by the Social Security Administration. If you do not have an Employer Identification Number (EIN) because you are the organization's sole owner or proprietor, then you must enter your Social Security Number to create a profile. The SSN has the format nnn-nn-nnnn.
What area codes are in the National Registry?
The area codes in the National Do Not Call Registry cover the 50 states, the District of Columbia, Puerto Rico, U.S. Virgin Islands, Guam, North Mariana Islands, American Samoa, and toll-free numbers (500, 800, 866, 877, 880, 881, 882, and 888). There are currently 317 area codes, including toll-free numbers.
Do Not Call Services. Please check out the Do Not Call Directory for further information about Do Not Call Service firms that provide services to companies and telemarketing firms relating to the Do Not Call legislation.