Individuals who have made a recent purchase are considered hotline names. List owners charge an additional fee for hotline names.
Hotline names are of considerable interest to most marketers because there is a greater likelihood that someone who has bought recently will buy again. These names are also fresh; they’ve just been added to a list and have probably not been as heavily used as other names on the list. Additionally, hotline names are generally a bit more deliverable than older names because their addresses are more current.
The term “hotline” can have various definitions. For example, in a list of annual directory buyers, hotline names might be those who have purchased within the last year, while in a weekly magazine subscriber list, hotline names could be those who have subscribed in the past month. Most hotline list segments are defined by the time period they cover.
Hotline names should be carefully considered whenever they are available. When testing hotline names, be sure to key code and track their responses separately from non-hotline names within the same list.
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