Why a List Broker Can Be...A Mailer's Best Friend (1,139 words)
For example, Youth says a broker may recommend she alter her selects on a list to improve response or retest a list that has been newly updated.
- To find new sources of names, a broker will dig into lists in areas the mailer has not traditionally tried. "With careful selections, you can sometimes find another list that will work," says Rob Carter, vice president of marketing, Soundview Executive Book Summaries.
He adds that it helps "if the broker can negotiate a free or reduced test price."
A broker also may find new ways to select within lists that the mailer already is using. "A magazine or newsletter may also have some product buyers, or recent expires might work," Carter notes.
Because brokers are in touch with list owners, they also can alert you to a change in the makeup of a list. A change in the editorial, marketing strategy or offer from which a list is sourced will impact response.
"Sometimes you need to go back to lists that haven't worked or stopped working in the past," says Carter. "Things change, and an old list may now work."
- A broker can help you find more qualified prospects. Says Kleinfelter: "I've had a list broker who actually helped me build a private database of prospecting names; this was a big project.
"But even if you don't prospect that much," she continues, "brokers can help you find public databases that can save you big money. Once again, they'll know how these databases are built and maintained, saving you costly trial and error."
- A broker will perform back-end analysis. He or she will review your list-usage history, determine what's been working and try the next step, explains Youth. She says her brokers, who are aware of Lenox's list successes, will discern what other lists have been working for gift mailers.