Lists: Ten Things to Consider About Consumer Prospect Databases

2. Opt-in, opt-out and do-not-solicit (DNS): Consider the Direct Marketing Association’s DNS service and other industry regulations, she said. Also, consider list-specific opt-outs, such as suppress royalty, not name; audit/validate actions; and reporting and monitoring.

3. Decoys: Ask yourself: Does the list owner continue to monitor its license for unlimited use and triggers? Also consider third-party service providers who serve as middlemen to monitor your use of decoys.