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Mailing list broker costs

When you rent mailing lists, prices are based on a cost per thousand impressions (CPM) and many brokers require a minimum order of 5,000 to 10,000 names.

The CPM for consumer lists is between $100-$120 and business lists range from $160 to $350. Also, the more filters you select, the more you will pay for your list. In any event, expect to pay a minimum of $500 regardless of list size or number of filters.

Response e-mail lists, which are the most targeted and thus the most reliable, cost an average of $250 to $400 for consumer-based lists and $300-$600 for business-based lists with a required minimum order of 2,000-3,000 names.

Once you rent your mailing list, the expenses don't end there. You also have to budget for other costs involved in your campaign such as postage, mailing design, copywriting, mail assembly, and fulfillment.

Here's a final word of advice when shopping for mailing lists: Don't forgo quality lists in favor of discount bargains. You can find a CD featuring thousands, even millions, of names of prospects for as little as $100. It sounds like a great opportunity, but much of the list is junk, and you would be wasting money on your mailing efforts. Plus, since many of such lists are compiled illegally without people's permission, it's a surefire way to get in trouble with the law under the CAN SPAM Act. Invest the extra money in a reliable list that's compliant with the law.