ENHANCED DATABASES - These databases are generally one subscriber file or a group of subscriber files from the same publisher that are sent to one of the major consumer name compilers to have demographics overlayed on to the subscriber file. This allows the subscriber file to be segmented demographically. It is important to note that enhanced files are generally not as updated as subscriber files.
SPECIALITY COMPILATIONS - There are specialized list compilers that compile data for specific markets. Examples of these markets are Religion, Education, Healthcare and Legal.
These compilations allow for more precise targeting and deeper selection. In the education market, you can select principles at urban schools. In the legal and medical markets you can select by fields of expertise.
Examples of specialty consumer compilations are state real estate licenses and ethnic surnames using linguistics.
MYSTERY LISTS - Mystery lists are like politics or hot dogs, you really don't know what they are made of. When a list sounds too good to be true, it probably is.
To check on the validity of a mystery list:
- Confirm the sources of the names. If the salesperson tells you that the source of a list is proprietary and will not provide specific information, there is reason for concern.
- Call a list broker. A list broker can provide you with a non-biased opinion on a particular list because the broker's allegiance is to the mailer, not the list owner.
LISTS NOT ON THE MARKET - There is more than one way to acquire a list. Most times it means extra phone calls directly to the source. For example, many organizations, trade associations and publications do not market their lists, however they may make them available to advertisers, members or exhibitors.