B2C Marketing Lists
Business-to-consumer (B2C) marketing lists can be compiled from demographic surveys or public records, among other sources. They can also be provided by a list owner who has sold its customers a product similar to yours or a publication that matches your audience profile. While your process for researching consumer mailing lists is the same, it’s important to understand two important differences between B2B and B2C marketing lists.
First, even compiled business lists have some level of purchasing intent simply because businesses need to buy products or services to stay in business. The same isn’t true for business to consumer marketing lists. Consumers may be interested in reading about travel, for example, but that doesn’t mean they are ready to buy your travel magazine or your vacation package. Second, as a general rule the purchasing level for consumers will be lower and they will be less likely to become repeat customers.
Both these limitations on consumer mailing lists can be mitigated through careful list selection. Mail-responsive lists (such as a list of people who’ve subscribed to a magazine after receiving a direct mail solicitation) perform well for direct mail because they show a purchasing pattern. Accurately compiled consumer mailing lists which include income level, age and favorite hobbies might be a good way to find prospective buyers for an SUV, even without purchase intent.
The key is to be very specific in what you’re looking for when you talk to your B2C marketing list broker, know what you’re getting when the lists are recommended, and then make sure your marketing message is relevant and appealing enough to convert casual readers to buyers or prospects. Beasley can help you put together a plan for success, whether you’re engaging us as a list broker or for a complete B2C campaign.
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