Business Lists Beginners Guide


If you have never purchased a Business List before it can seem quite daunting, but below are some notes to help guide you through the process.

Industry Terms & Important Points

  • Single or Multiple Use. The intellectual property rights of any list sold is retained by the list owner and data is therefore rented, or leased on either a 'Single' (one-off) use or 'Multiple' use Basis. Multiple Use usually means a 12 month period, and some list suppliers specify that the list can only be used on a specific number of occasions. For example once every month.
  • Seeds. Nearly all data owners include a small number of fictitious records within their data. When a call is made, or letter sent to this fictitious company, the details of the caller, or sender, are forwarded to the data owner. This is the mechanism used to monitor how, and who, is using their data.
  • Main Office/Branches. Many larger companies have multiple branches across the UK. When purchasing lists ensure that you know whether branches are being excluded or included.
  • TPS & CTPS Suppression. If you are making unsolicited Sales and/or Marketing Calls you cannot  call sole traders, partnerships or companies listed on the TPS or CTPS registers. If you are performing 'Fact Finding' or pure 'Market Research' then you may call companies who are on the preference service registers.
  • S.I.C Codes. The Standard Industrial Classification of Economic Activities (SIC) is used to classify business by the type of economic activity in which they are engaged. There have been a number of versions 1992, 1997, 2003 and 2007 and you need to ensure that you are quoting the correct S.I.C number to your list provider.

    see ONS report on SIC Codes download XLS File of SIC Codes & Business Classifications

Top Tips & Questions you need to ask your list broker

Most list owners and brokers will be able to select data randomly or geographically, either by postcode area or other defined location such as region, Posttown, County or Country. Selections can also be made by distance from a given point as well as drive times.

Selections can usually be made by SIC codes, business classifications such as Yellow Pages or Thomson Local business descriptions as well as company turnover, number of employees, profit and loss figures etc.

Questions you should ask before purchasing data
  • How was the data collated?
    You need to know which process was used to collect the data. For example, was the data obtained simply from trawling from the web or collected by a telephone verification process.
  • Did collection comply with the Data Protection Act?
    Different rules apply between company and consumer lists, but as soon as a living individual is identified then the regulations of the Data Protection Act apply.
  • How often is the data updated?
    Typically most list owners have a rolling process of updating their records. Large multi-national businesses may be verified once a quarter, but smaller companies may only be verified every 12 - 24 months.
  • What screening has been applied?
    Before you purchase data ask if any TPS/CTPS screening has been applied, and if so, on what date was it performed and what was the register date. This is importany as you only have 28 days from the register date before you need to screen those records again.
    more info on screening
  • Multiple or Single Use?
    What are the list providers specific definitions of single, multiple and unlimited use
  • Are selection charges made?
  • What are your minimum fees?
  • Can you excluded existing data?
    If so what is the process and is there any cost for this service?
  • Are there any limitations on Use?
    For example are you prohibited from building a database, or selling the data to multiple third parties? If appropriate can you purchase on behalf of, and resell to a third party?
  • Named Contacts
    Are the records supplied for named people or simply job titles?
  • Specific Job Roles
    Can you select specific job roles     and are there any additional costs?
  • When do I own the data?
    Unless you purchase the list outright the intellectual property rights for the data remain wiuth the data owner. However, if you make contact with a prospect and they request more information, are hapopy for you to continue mailing/calling them or place an order the IP rights for that record no longer apply. The same is true if you have significantly enhanced, verified or added additional value to the record.
  • Email Lists
    a. When were the emails last verified?
    b. What are the list providers acceptable failure rates - most companies will quote a
        10% hard bounce rate and and 10% soft bounce rate. Industry standards show an open rate
        of between 0.5% - 1.0%. You will need to cost the Return on Investment very carefully.
    c. Are the emails for named individuals or generic addresses such as sales@.....