Make List Datacards More Useful

As a list person for 25 years, it’s my job to sift through the multitudes of datacards that could be appropriate for each client. I serve smaller clients who don’t have mammoth test budgets and so the margin for error is small.

I study every potential datacard looking for the answer to three key questions:

1. Where did this list originate? What is the actual root source of the names?

Are they compiled from a directory. Well, what directory and how old is it? Built from an online survey? Well, can I see a copy or URL for the survey? If it’s from public records, exactly what kind of records? Property transfer, state licensing lists, lien filings? Credit bureau reports?

For a publication subscriber list, can we see the circulation signup form? Is the publication controlled or do the readers spend money to get it? Is it for a digital or paper edition?

Are you the real manager /sole source of this list, or are you merely re-branding a list that’s already on the market from some other source or from a major compiler?

While this is not information you would need to convey to a list user, brokers need to know. Once I rented the exact same names from two different list “managers” who described the same list slightly differently and gave their list a different title!

2. What did the people actually do, if anything, to get on that list?

This is important because a person’s future behavior is most likely best determined by his or her recent past behavior. So the data card should clarify what the person did, if anything, to get into the list.

Did they fill out a slip in a retail store? Did they sign up for a drawing to a sports car in shopping center malls? Did they fill out a detailed survey to get free pizzas?

For a catalog list, are these buyers, inquirers or a mix? And what percentage are buyers?

Were these acquired by direct mail, late night TV, in-store shopping, newspaper ads/inserts? Can we see a copy of the ad or mailer used to build this list to understand it better?

3. Who else has used-—and continued to use—this list?

Test and continuation data really helps the broker not only to select the right list more accurately, but also gives good information to sell the client on using your list.

Of the datacards that come my way, I find that only about 30% answer any of these three questions thoroughly. This omission generates more phone calls and e-mails back and forth before a list can be recommended with confidence.

C’mon people, forget the hype. Just make your datacards more factual and more complete. You’ll rent more lists, with less work.

John Klein is president of Klein Direct, a Cleveland, OH list consultancy.

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