Why a List Broker Can Be...A Mailer's Best Friend (1,139 words)
- Brokers can help negotiate prices. Because the broker is a knowledgeable third party, he or she can take the "personal" element out of negotiation, says Kleinfelter. Your broker will know when to ask for test prices, waived selection fees or net-name arrangements.
- Brokers can help you realize the potential of a new market. When you're considering a foray into a new market, a broker can provide you with an estimate of its total universe count, points out Kleinfelter. "They can also use this type of count to help you assess your market share in an existing market," she adds.
A broker's ability to make recommendations and improve list performance is contingent on the information you provide. "We've found that keeping close communication and an open working relationship has been the key to our success in a brokerage relationship," says DelGiorno.
Only by sharing your mailing results with your broker, can you capitalize on his or her experience.