The New Rules of Lead Generation

Buying vs. Renting a List

In direct mail and e-mail marketing, you have the option to buy or rent a mailing list. Each option has its advantages and disadvantages. You can buy a mailing list from a list owner. The advantage of buying a list is that purchased lists are often less expensive than rented lists. Companies like ZoomInfo, Spoke, and Hoover’s have gone through the trouble of compiling lists of contact information for people in certain demographics. Once you give them a set of criteria, they can create a list of target customers for you based on information they have collected.

Note: A list owner is a company that specializes in compiling mailing lists for e-mail and direct marketing and/or contact lists for cold calling. A list manager ...