|
Getting to Know Key Players
The process of renting lists is orchestrated by two main players: list brokers and list managers. Understanding their respective roles can help as you plan your direct response mailing.List Brokers
Direct marketers usually call on the services of a list broker whenever they seek a mailing list. It's important to note that brokers represent the interests of the list renter (also known as the mailer). Brokers are responsible for list research. They also prepare recommendations, basing them on a combination of list evaluation, previous experience with a list and, when available, the response history of available lists.Brokers negotiate pricing and special deals, coordinate sample mail pieces, place orders with list managers and ensure timely delivery of the orders. They also coordinate invoicing and provide expertise and tools in the list response analysis process. If you're looking to obtain a list, brokers are the best way to find one that fits with your direct marketing strategy.
Prospecting will tell you more about Cornerstone's list brokerage services.
List Managers
Companies seeking to generate revenue from their customer lists often enlist the help of a list manager. List managers represent the interests of list owners, promoting their lists to brokers and mailers. Managers provide ongoing information on costs and counts, process orders and coordinate sample mail pieces for list owner approval.Most managers, including Cornerstone, also provide data fulfillment services. And, when owners choose turnkey services from a full-service firm like Cornerstone, they can gain the added revenue stream without having to manage all the details. This way, the list owners' involvement is limited to approving orders, reviewing financial reports and receiving monthly cheques.
List Marketing will tell you more about Cornerstone's list promotion and management services.
|
A Member of the Canadian Marketing Association
All Rights Reserved.
|