Get the lay of the land for marketing lists

Before you start shopping, get a sense of how the system works. DM News, the preeminent trade paper for the direct-marketing industry, provides a free primer on lists.

I recommend: Download the DM News Essential Guide to Lists, Database Marketing, and Data Services. Focus on pages 5 through 10, which describe the basics of mailing lists.  A direct marketing consultant from Business.com's directory may also be the way to go for a beginner.

Find list brokers

Direct marketing mailing list brokers specialize in finding just the right lists for a company's needs. As the name "broker" implies, they don't actually own the lists, but act as middlemen. Odds are, there are marketing lists that will satisfy whatever specs you seek.

I recommend: If you're selling to consumers, start with InfoUSA, with which you can find lists targeted by demographics and geography. If you sell to businesses, try Hoover's or Dun & Bradstreet's ZapData. For European lists, check out the Federation of European Direct Marketing. One particular subset of interest is magazine subscription lists, which you can find at MediaFinder. Or contact SRDS, a clearinghouse for mailing lists.

Go with a B2B specialist

Business-to-business marketing lists reach people at their office or workplace. Consumer lists reach people at home. If you sell B2B, you'll want mailing list companies in that area.

I recommend: GreatLists.com features complete complete details on thousands of B2B lists, both for USA and international audiences. These include virtually all of the standard lists used by the largest B2B mailers, plus thousands of highly targeted specialty lists for small, niche direct marketers. Owner and B2B list guru Phil Dismukes has been gathering lists for 25 years.

Contact a trade association or publication for marketing lists

An association or trade publication may have a direct marketing mailing list of its own, or may be able to refer you to specialized mailing list companies.

I recommend: You can find trade associations via Yahoo, DMOZ or other search engines.

Make sure you're in compliance with direct mailing list law

Direct marketing has come under a lot of legislative and regulatory scrutiny of late and you want to make sure that your direct-sales initiatives comply with federal regulations.

I recommend: Check out the “Do Not Call” rules at the web site for the Federal Trade Commission and read the Direct Marketing Association's ethical guidelines.  Use list cleaners  or "Do Not Call" compliance software from Business.com's directory to stay within the rules.