Key Takeaways

• Depending on if the list owner allows for reuse of lists, that could mean that the mailer is allowed to reuse the list.
• Even if a mailing list says that reuse is allowed, that doesn’t mean that the mailer is allowed to reuse the list forever.
• To combat misuse, the industry commonly will use list seeding.

Introduction

When reviewing a mailing list, there are several terms that you are going to run into (several of which we define more in depth with Geon’s article on mailing list pricing). Most commercial mailing lists are rented rather than sold, which means they are typically governed by usage and reuse terms established by the list owner or manager. Most lists will have an area where they discuss reusing a mailing list. Does this mean that, once the list is rented, the mailer is able to send out an infinite amount of mail under that list? It’s a bit more complicated than that.

Can I Reuse a Mailing List Over and Over Again?

No, you cannot just infinitely use a mailing list to send out mail pieces when rented. In the direct mailing industry, reuse refers to the additional rights granted by the list owner to use the rented data beyond the original mailing.While there isn’t one definitive, universal way that reuse is handled, it typically will be one additional use of the list within thirty days or a year, multiple uses after paying a reusing fee, for the same campaign that the mailing list was initially purchased for, or only after getting the approval of the list owner or list manager. For example, here at Geon, we allow reuse on purchased lists once for 150% of the original cost, and unlimited usage for one year at 200% of the original cost. For more information, please contact us here.

Once the mailer has gotten approval to reuse the list, that privilege should not be taken advantage of. There are different ways that list managers can detect misuse. The biggest way that list managers can detect misuse of a reuse agreement is through what is known as list seeding. List seeding is intentionally placing false or fictitious names and addresses within a list to detect how many times a mailing list is being used. These seed names allow list owners to monitor compliance with the rental contract and detect any unauthorized use of their data. If the “seed” receives more mailing offers than what was initially allowed, that could be call for breach of contract.

When Should I Ask About Reusing a Mailing List?

Typically, this is something that should be listed on the mailing list information sheet. For example, at Geon, we will include that information under “Ordering Instructions”. If the mailing list allows it, inquiring further would be the next step. If the rental contract does not allow reuse, then the answer would just be no.  Some important questions to ask the list manager would be asking about the number of uses allowed, if there’s a time period attached with reuse, if there are any extra fees incurred when reusing the list, or if there are any other restrictions that the list manager might have regarding the allowance of reusing the mailing list.

Why Are Mailing Lists Rented Out Instead of Being Sold Outright?

For list owners, their primary source of income comes from their mailing lists; their information. If a list owner were to sell their information instead of just renting it out, there would not be any reason for the customer to come back and order again. By exclusively renting out the lists, the list owner then has incentive to make sure that the lists are of good quality, to ensure that mailers and campaign managers will come back to get more names.

FAQ

• Q: Can I use part of the mailing list again?
  • A: This would be something to ask the list owner about. Typically, reuse would be an all or nothing deal, so the mailer would be able to reuse all of the data, or none of it.
• Q: What if I accidentally mail twice with the same data?
  • A: Contact the source of the list and inform them of the issue, and it would probably be handled on a case-by-case basis.
• Q: Can I reuse my own customer list?
  • A: Yes, if someone responds to your mail piece and becomes your customer, you may continue to market to your own customers. However, the mailing list that was rented remains subject to the rental agreement.
• Q: How long can I keep the rented data?
  • A: There isn’t a definitive, set in stone period of time, but typically it’s 30 days. If you have any doubts or questions regarding this or any other piece of information about reusing data, please contact the list owner, and they will be able to assist.

Conclusion

Unfortunately, there isn’t an industry standard to what the word “reuse” means. While the mailer does get to use the same data on occasion, it’s important to be absolutely sure that you’re on the same page with the list owner, otherwise there could be some legality issues for breach of contract. Don’t be afraid to ask questions, if you’re unsure if a mailing list can be reused, always ask your list manager or list broker before sending out another mail piece for a different campaign. Clarifying the terms ahead of time is much easier than resolving a misunderstanding after a mail piece has gone out.