Mailing lists are available from many sources and can usually be rented for one-time use ranging from $50 to $150 per thousand names. List orders usually require a minimum of 5,000 to 10,000 names, and a first time customer is often required to pre-pay for usage. The greatest challenge may be to determine which mailing list is best for you. There are several types of lists:

1. Your own customer database
2. Compiled lists
3. Magazine lists
4. Direct mail response files
5. Modeled lists

Your customer list will nearly always be your best source of business, assuming you have a product or service that calls for repeat business. Customers are the most reliable source for business, especially when you need it most. Your cost to use your own list is virtually nothing.

Compiled lists are those names and addresses usually gathered from white pages, yellow pages, or other directory listings. For consumer names, they are often nothing more than name, address, city, state and zip code. Compiled lists of businesses often have more information, including the Standard Industrial Code (SIC), number of employees, and sales information. The cost to rent a compiled file is usually in the range of $50 to $75 per thousand for one-time use.

Magazine lists are just that - subscribers to magazines. While there are hundreds of magazine titles out there covering about every consumer and business interest imaginable, this doesn't always mean they are the best responders. These lists usually are somewhat higher than compiled lists, and in some cases, can be fairly pricey. Magazine lists will usually rent for $75 to $150 per thousand for one-time use.

Direct mail response files are available from companies who already sell via direct response. Most are mail order-generated names (from direct mail or catalogs). Some of these names are generated from broadcast, print or other media. Mail responders are usually better responders than those generated from broadcast, print or other media. In addition, you have choices of several selections. "Hotline" names are usually more recent purchasers are therefore, typically are better responders. You might be able to rent names based on the average order of their past purchases. Most lists allow you to select based on geography and a variety of other attributes. Direct mail response files will rent for $75 to $150 per thousand for one-time use.

Modeled lists are usually derived from a variety of sources, but to have a model created, you'll need to provide a list of people who have already purchased from you. You'll need to provide at least 1,000 of your customers to have a model created, and costs can vary considerably. A list modeling company will profile your customer list, then seek out other consumers who have similarities to your known customers ranging from demographic attributes (income, city vs. suburb vs. rural, presence of children, etc.), along with lifestyle attributes (such as hobbies, magazines read, past products purchased).

Most of these lists are available from mailing list brokers. An online search will turn up many list brokers who can help you find lists to test. A direct response marketing consultant can often give you unbiased information about which mailing lists to test.