Playing by the Rules

To make opt-in lists work:

1. Ask questions of the list’s source. Get a feel for what it offers and why people have chosen to be on it.

2. Understand the pricing system. Tony Priore, vice president of marketing for Yesmail.com advises, “Price is generally based on demand and the quality of the information you get. Ask if the price is á la carte or if services are bundled in. Some companies charge for transmission or other services, so you need a complete picture before you compare price.”