Prospecting lists
Postal list rental
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List swapping or reciprocal renting.
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A multi-channel BTC and BTB game plan
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Today, we have more than 10 million postal addresses of proven distance-selling buyers in 4 main areas: food and wine, health, home equipment, and active families.
Good lists are rented, not sold.
Beware of companies that sell B to C customer or prospect contact lists. The customer list is a company’s “bread and butter”. Making it available in complete security for a one-time usage is one thing, selling it and losing control of it is another, and is generally only done when the business is sold, and the list with it! It is precisely in the rental of lists that ITL intervenes as a trusted third party. The sale of lists is more often found in the field of B to B where one seeks to reach specific companies. Buying lists from INSEE can be a solution for a company that is just starting out and is going to invest in enriching these addresses over time via its prospecting or marketing automation process.
It is also possible to access lists through reciprocal exchange or rental. The exchange of addresses is a practice that has developed considerably in distance selling.
List swapping
List swapping is a modern form of “bartering”, but it must follow a few rules:
In principle, it takes place between two companies with lists that are very similar from a behavioral point of view or even complementary. A list of “foie gras” buyers and a list of sweet white wine lovers, a website offering firewood, and a stove manufacturer… for example.
The size of the respective lists should be fairly close
Invoicing is no longer done at the “usual rental price” for each list (which may be different depending on the list), but at a single rate agreed upon in advance.
Some companies prefer to proceed exclusively by swaps instead of rentals. This is particularly the case for charities that use direct marketing and usually have very large donor lists.
The two partners agree to use the same number of addresses on both sides. The list manager will ensure the balance and will keep an exchange balance that informs the partners concerned of their debit or credit position.
Reciprocal rental
When an advertiser interested in your own addresses has a list of its own, the rental can be done on the principle of reciprocity. This practice is common when the lists of the partners do not have the same size. It allows an advertiser not to limit its potential for external addresses on a given list to the size of its own list, as is the case with a traditional exchange.
The rental company implicitly accepts the principle of renting its own addresses to you, without volume restrictions. There is indeed nothing more unpleasant and frustrating than testing a list, having good results, and being refused an extrapolation on all the addresses available.
In a rental with reciprocity, the invoicing price is that displayed in our lists portfolio.
High-quality email data lists are rented to carry out prospecting campaigns in BTB or BTC. In BTC, we determine the targeting criteria (gender, center of interest, age, income), send your emailing and analyze the KPIs of your campaign. Nowadays, the tendency is towards CPC or CPL, with an ROI vision.
BTC and BTB email lists
High quality email data lists are rented to carry out prospecting campaigns in BTB or BTC. In BTC, we determine the targeting criteria (gender, center of interest, age, income), send your email and analyze the KPIs of your campaign. Nowadays, the tendency is towards CPC or CPL, with an ROI vision.
In BtoB, targeting will be based on the activity of the companies (NAF Code), professionals and trades targeted as well as the nominative or generic nature of the email address. Apart from email, we recommend a cross-channel prospecting strategy with telephone and postal support. In some cases, the purchase of BTB bases is possible.
Mobile phones and SMS
In BTB and BTC, telephone and SMS prospecting is an interesting approach, if it is well carried out, in addition to other prospecting channels, or alone if it is a question of over-the-phone sales.
SMSes ensure a deliverability rate of almost 100% and are effective especially for your drive-to-store or drive-to-web campaigns.
Telephone numbers, after Bloctel treatment, can represent a significant source of income. They can also be used for upselling to boost the basket size.
