DESCRIPTION - Vertical lists are proprietary lists of people whose names have been captured and maintained based upon a specific action, request or purchase. In other words, names of people who have made a commitment through the mail, phone or TV for a product, service or cause. These can be either consumer-based or business-based.
Vertical lists can be categorized in four groups:
- Subscribers - Magazine and Newsletter subscribers of both paid and controlled circulation publications.
- Members - Membership lists consist of members of associations, organizations and other affinity groups.
- Mail Order Buyers - Mail order buyers are people who purchased products such as gifts, fashions and gourmet foods through catalogs.
- Donors - Donor or Contributor files are lists of people who responded to political or charitable appeals.
COMPILATION - Lists are compiled through the direct action of the consumer. Lists are updated regularly - often multiple times per year.
SELECTS- Selection availability can vary greatly between lists due the size and/or the sophistication level of the list owner or their computer service bureau.
Selections that are often available:
Business-Based Consumer-Based Title or Job Function Actives/Expires Industry Recency / Frequency / Monetary Value Number of Employees Multi-Buyers Sales Volume or Annual Revenue Hotline Business Address Gender Purchasing Influence Age & Income
STRENGTHS:
- Inherently targeted based upon action of the consumer.
- Strong selections
- Updating by list owners is strong due to the level of communication with their customers
WEAKNESSES:
- Small numbers in small target areas
- More expensive, slower turn-around
- Sample Mailpiece and Minimum Order required
- Phone information often unreliable, incomplete
COUNTS - Counts are easily obtainable by geographic and demographic criteria
SAMPLE MAIL PIECE - Most list owners/managers will require a sample mailing piece be submitted for approval before releasing the list for rental.
TURNAROUND:
Counts 1 - 2 days
Lists - 3 - 7 days