Can You Reuse a Mailing List?

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 include reuse terms within their ordering instructions or rental agreement. Can you reuse a mailing list once you have rented it, or are you limited to just a single mailing? The answer is going to depend on the rental agreement, and the rental policies that are established by the list owner.

Can You Reuse a Mailing List More Than Once?

Can you reuse a mailing list? Yes, but only if the rental agreement allows it. 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, the answer to the question “Can you reuse a mailing list more than once” is yes! 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 a seeded address receives more mailings than what the rental agreement permits, it may point to unauthorized reuse of the mailing list.

When Should I Ask About Reusing a Mailing List?

If you’re wondering “Can you reuse a mailing list?”, the best time to ask is before placing your order with the list manager or list broker. 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 mailing list data 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. This rental model also gives list owners an incentive to ensure their data is accurate and up to date, since repeat rentals depend on the quality of the list. To learn more about data accuracy, check out Geon’s articles on Data Hygiene, National Change of Address (NCOA) and Coding Accuracy Support System (CASS).

FAQ

• Q: Can you reuse a mailing list again, even if it’s just a part?
  • A: This would be something to ask the list owner about. Many list owners treat reuse would be an all-or-nothing agreement, 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. For more information on that, read about house files here.
• 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.
• Q:What happens if the reuse agreement is violated?
  • A: The consequences for violating the reuse agreement depend on the rental agreement, but list owners may charge additional fees, refuse future list rentals, or pursue to solve the issue legally for breach of contract.
• Q: Can you reuse a mailing list for a different campaign?
  • A: Usually not, unless the rental agreement specifically allows it. Many reuse agreements only apply to the one campaign that the mailing list was rented for. It’s always a good idea to confirm the permitted uses with the list owner or list manager before using the mailing list again.

Conclusion

So, can you reuse a mailing list? In many cases yes, but only within the limits established by the agreement. Reuse policies vary from one mailing list to another. 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.