SMS revamps list search website, launches search tool

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Specialists Marketing Service (SMS) introduced a revamped website and search tool today designed to help users create appropriate lists for direct mailing and email initiatives, said Tom Walsh, EVP of the Direct Data Division at SMS.

What makes this list service different from SMS's current offerings, Walsh said, is that it employs software from an third party technology provider, which he declined to name, that allows easy searching of more than 1,300 targeted lists.

“We're really not targeting industry people with this,” he said. “We really want to target the retail audience looking for consumer and B2B lists.”

Those retailers, he said, include doctors' offices looking to expand their practices through direct mailing campaigns, new small businesses, printers, advertising agencies and other non-list, non-brokerage professionals. The goal of the new search tool, Walsh said, is for those small businesses to find the lists they need and enlist SMS to help them with their direct mailing and email campaigns.

Jim DiProspero, the sales lead on the project, said that in his experience, clients get confused by how to direct market on social media and email. “We wanted to put a site out there where we could make these lists available to [clients] and help them navigate those lists,” he said. “This is a platform for us to reach them.”

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