List View - List Managers Can Do More (1,154 words)
by Lori Collins
An imbalance exists in the amount of weight placed on the list broker's shoulders in comparison to the other players in our industry.
Many articles have been published criticizing the expanding role and performance of the list broker. As a former list broker, I can relate to the mailer's expectations, and I know how important it is for brokers to go the extra mile.
The quintessential persona of a traditional list broker just doesn't cut it anymore. It's true that list brokers are expected to do more; but face it, they can't do it alone. In this economy of shrinking direct marketing budgets and trying to do more with less, the entire list industry needs to do more.
At a recent company staff meeting with my list manager colleagues, one resounding message swept the conference room: As list managers, we can and should do more to enhance our communications with our list broker and mailer clients.
List managers and compilers play an enormous role in the success of the list industry, and we need to take some of the weight off the list broker's shoulders. List managers need to be more proactive and responsive to the needs of brokers and mailers.
Following are eight ways that managers can do more to benefit the broker-manager-mailer relationship.
1. Communicate. This is one industry in which we get what we ask for—and I don't mean that in a good way. If a list broker asks for counts or information on a specific list or list segment, more often than not, that's all the broker gets.
We rely so heavily on e-mail and faxing for convenient communication, we often forget how to pick up the telephone. When you get a request from a list broker, instead of just faxing a data card, try calling him or her. Talk to the list broker developing the recommendation.