The Changing Dimensions of a List Manager
Today's progressive list manager achieves the goal of maximizing profit for the list owner by adding value beyond the minimums. List management is, first of all, marketing and representing lists to the direct marketing industry. But it also must provide an integrated solution comprising many other services, including:
>housing list rental files;
>providing online desktop count and ordering tools for the mailer, list owner and list broker to easily access and analyze data;
>fast order fulfillment and the ability to receive selected lists via the Web;
>making list owners' data smarter and more desirable by continually enhancing their lists with hundreds of additional attributes such as age, income and psychographic information; and
>offering high quality, affordable custom modeling for list owners' files.
This far broader definition of list management means today's bona fide list manager now delivers a solid, data-based solution to stagnant list rental revenue, multiple vendors, inattention by the list owner, lack of data selects, inadequate marketing tools, and multiple cost points. For list owners, it offers a "one-stop shop" for genuine management of their files.
While some list managers define their scope of service in this broad context, all components typically are not offered directly from a list manager as a "menu" from which to choose. As a consequence of how list managers define their role, the definition of what they can do for the list owners they represent is correspondingly limited.
List management is therefore truly the science of coordinating, controlling and delivering a list, combined with the art of directing all aspects of its promotion to make it a better product for the mailer—thereby maximizing the revenue of the list owner.
List managers of tomorrow must be part list marketer, part accountant, part data expert (to deliver more vertical integration), as well as part visionary (what can the list become?). This will create results the list manager, owner and broker will all recognize.