What Are List Swaps?
Some list owners prefer to swap lists as this is both cost effective and may give you access to data sources that can otherwise be considered as competitive and rentals will not be allowed.
When swapping lists you are advised to ask your list manager/broker to research who will and will not consider a swap as they should be able to give you sound advice based on their knowledge and experience. It is also important to ask your supplier to manage this activity on your behalf as direct swaps between companies can lead to data issues.
Information you should ask for when swapping data
- Volume of names available meeting a similar criteria to the names you hold
- Fee/commission that will be paid to a broker or manager
- VAT amount as VAT is payable on the value of the names to be exchanged
- Any exclusions such as geographical or BFPO's
- Mailing Preference Service screened data
- Any bureau processing charges
- Number of names required by both companies
- The timing of the reciprocal swaps
- Compliance with the Data Protection Act
As swaps rarely take place at the same time, your broker/manager will keep a swap balance record of all transactions. H.M. Customs & Excise view that a swap of data is quite simply paying for goods with goods and therefore is a transaction that attracts VAT at the prevailing rate. This should be calculated on the volume x the rate card cost per 1,000 names x 17.5
For further information please contact Nigel Payne on 01474 535666
or email us by clicking this link
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CALL US ON 01474 535666
UKLPS, St Dunstans House
19 Old Road East, Gravesend
Kent, DA12 1NJ
Fax: 01474 535661
Registration Number: 05493849
Registered in England
