mailing lists

Definition:
A comprehensive listing of the title, names and addresses of the members of clubs, societies, associations, companies, colleges or other groupings who share a common interest. Mailing lists are of value as they constitute target MARKETS or segments of people with interests, or purchasing characteristics, in common. Mail order companies jealously guard their mailing lists as they are central to their business. Often mailing lists are the result of self-selected groups which present attractive target audiences for the promotion of goods and services. Travel agents specializing in winter sports holidays, for example, use the mailing lists of the membership details of ski clubs to circulate details of forthcoming holidays at the appropriate times of the year. Similarly, hotels build up mailing lists of people who have used their facilities and who can become prime targets, if used selectively for concessionary or promotional offers. Access to mailing lists can be sold, although organizations making their list available do not usually actually pass over the details to the interested user. Rather they prefer to arrange for the mailing of the circulars, brochures or promotional material to their members which has been supplied by the promoters. In this way the organization retains the exclusivity and confidentiality of its mailing list and can obtain repeat fees should the promoter wish to use the list on future occasions. Once divulged, mailing lists can be copied and sold to other users and the list originator loses control of it.

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[market]

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