List View-History Lessons (877 words)
Mailers should demand that brokers be commissioned, because it would provide them with several benefits:
• Their brokers would be involved more, and mailers wouldn't be at the mercy of a parade of salespeople covering their accounts.
• Mailers probably could get better service from their brokers.
• Including list brokers would make Abacus more profitable and efficient. It would be less reliant upon salespeople, and we'd all benefit.
Direct marketing will continue to grow as our society becomes increasingly more global and market-oriented. Currently, we're staring the next wave, e-mail marketing, in the face. The Internet is evolving into a powerful tool that assists mailers in obtaining greater response from their house files and in their prospecting efforts.
But as the nature of the commodity and the method changes, the core underlying concerns remain the same. Postal increases, privacy issues, price negotiation concerns and compensation worries are here to stay. And in the best interest of the future, it would be beneficial if we all took a longer look at the lessons of the past.
Steve Bogner is president of NRL Direct. Contact him at (201) 568-0707, ext. 14, or firstname.lastname@example.org .