Dictionary of Marketing Terms: hotline
hotline
name and address of an individual who has recently made a purchase, inquiry, or donation. The notion of what constitutes a "recent" transaction varies between marketers but usually is within a range of one to three months. Hotlines are rented (see list rental) at a premium rate ($5 to $20 per thousand additional), because these individuals are believed to be ready, willing, and able to buy. A poor response by hotline names is a strong indicator that the source list will not be a good performer.
