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When do I use a Mailing List Broker?
Home » Advertising & Marketing » Mailing List Brokers » When do I use a Mailing List Broker?Posted by Your Guide on November 16, 2005 1:37 PM
Most companies use list brokers when they seek swift and knowledgeable recommendations for their direct marketing campaigns. These campaigns – such as catalog mailings, promotional flyers, CD mailings and letters – all depend on the mailing list as one of two primary components. Coupled with the offer, the mailing list is the single most important determining factor in the success of a direct marketing campaign.
Just as companies rely on certified financial planners to handle their investing and portfolio management, they should also allow the mailing list experts, list brokers, to handle their financial investments in marketing. Well-versed in working with a myriad of clients, list brokers are able to work within all kinds of budget restrictions. In addition to the list recommendations, list brokers also help handle the administrative tasks associated with renting lists, merge-purging and assisting the letter shop in the actual mail drop.
As a part of their services, list brokers help you determine which lists are the best to test by taking into consideration such things as audience appeal, list size, recency of list (meaning when was the last time these names have been cleaned and standardized through a database?) as well as list cost. In further detail, list brokers can provide highly targeted mailing lists by taking into account such things as demographic, psychographic and geographic information. For example, list brokers can help ensure that the Lands’ End swimsuit catalog isn’t delivered to Alaska.
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