Getting to Know Key PlayersThe 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 BrokersDirect marketers usually call on the services of a list broker whenever they seek a mailing list. It's important to note that list brokers represent the interests of the list renter (also known as the mailer). Brokers are responsible for mailing 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.
List brokers negotiate pricing and special deals, coordinate sample mail pieces, place orders with list owners and 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 mailing list, 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 in Canada and the US.
List ManagersCompanies 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. List managers provide ongoing information on costs and counts, process orders and coordinate sample mail pieces for list owner approval.
Most list managers, including Cornerstone List Management, also provide data fulfillment services. And, when list owners choose turnkey services from a full-service list management firm like Cornerstone, they can gain the added revenue stream for their business 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.
You may also start by searching our mailing list datacards.
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