Why a List Broker Can Be...A Mailer's Best Friend (1,139 words)
At Lenox, for example, Youth asks her brokers to include with each list recommendation, the selects and recommended circulation she should test as well as the broker's rationale for testing the list. Data and usage cards are sent as back up.
"We've found a seasonality factor to some of the packages we use, and the package used drives the list mix," notes Joanne DelGiorno, national director, direct response marketing, American Diabetes Assocation. After reviewing its results by month for the package mix to be used for the current mailing, her brokers review the average response for the time frame selected, as well as the list's trend.
Armed with this information, the association's brokers use the historical averages of response rate and gift amount to predict the current mailing, adds DelGiorno.
"They present to us a very thorough forecast model that details all the controllable factors of the upcoming mailing," she says. This enables the mailer to review all viable options and to combine the best lists and volumes to meet its goal.
"We'll know what that particular list plan should provide as far as response rate, number of donors, average gift, gross income, costs, net income and cost-per-dollar-raised," she adds.
- Your broker can advise you as to the best times to rent a particular list. List brokers know when and how the lists you rent are maintained. For example, a list may be cleaned only four times a year. It obviously will be most accurate following each of those cleanings.
Says Kleinfelter, "This is a particularly big deal as postal rates continue to rise and mailers want to improve customer satisfaction by not mailing poorly addressed mail."
- Brokers can help you improve list performance. Youth says she goes over internal benchmarks and parameters with her brokers. Then, they look at Lenox's list history to identify clear winners it can continue to mail. But it's the broker's input on how to improve the performance of lists pulling marginal response that's the most valuable.