Inviolable List Principles

2. Direct marketing companies don’t have a single mailing list — they have many. How many? Only segmentation will tell.

Your opportunities to segment a customer file into marketing units when purchasing behavioral characteristics are vast. Thus, while the marketing Information network (mIn; www.minokc.com) offers more than 42,000 published lists online, if you take into consideration the segments you’re looking at, it’s more like 400,000 separate and distinct lists.