Ways to Save on Lists (807 words)
Zaslansky adds that you can try to negotiate running charges, for instance negotiating for one-and-a-half runs instead of three.
• Partner with your list brokers. You can make much more effective list decisions working in partnership with the list experts you have hired: your brokers. "Let us help you be smart and be frugal when necessary," Millard Group's Snyder says. The way to do that is to let your brokers in on the analytical side of things. "If you don't share results and give use feedback, we can't provide you with the best possible advice."
• Investigate new list products and processes. Don't just look at a particular list, look at what a new technology or new list enhancement product might do for that list, Snyder notes.
• Don't nitpick. Have realistic goals for saving money. "Don't agonize over something so long and hard that you end up spending the equivalent of $100 in administrative expense to save $10 on a list rental or processing job," Snyder says. It's important that the individuals responsible for negotiating deals know when to stop pressing and move on, she adds.
On the consumer side, use a modeling system to reduce the amount of wasted list rental names and prospect mailings going out.