Insights for Online Acquisitions or New Talent (1,129 words)

If the opt-in lists you're considering lack data depth (first name, last name, age, gender, education level, income, marital status, interests, and so on), use this to negotiate a lower price point, especially if you are testing the list for the first time. The nature of the site is telling, but there's no excuse for list owners to not be gathering this data so they can start to understand their own customer/subscriber base—let alone allow you to target to it.