About Brokers

Last time I checked, there were 25,000 direct mail response lists and 50,000 compiled lists currently on the market. Among all of these lists, you'll find hundreds that work for your product or service. Actually, you likely won't find them. Locating the best names for your mailing is complicated and best left to an experienced list broker.

Business Brokerage A list broker is a specialist who researches and recommends lists for you, and manages all the paperwork and other details of renting the list. An experienced list broker:

• helps you find new lists


• identifies profitable segments on unlikely lists


• helps you create a matrix for testing your mailing against other lists


• negotiates the best prices for you with the list owner


• recommends other media (such as email) to consider testing


• makes sure the list gets to your lettershop on time


• helps you evaluate your response rates, net revenue and other results


• manages invoicing for lists you rent

A Typical List Rental Transaction

1. You phone a list broker that specializes in lists for your kind of buyer


2. You describe your business and what you sell


3. You describe your ideal customer (such as "female, 55 years old, married, owns home, $150,000 household income, entertains regularly, lives in the United States and responds to direct mail offers for interior decorating products")


4. You email the list broker a PDF sample of the direct mail package that you are going to mail to the list, and the list broker forwards it to the list owner


5. The list owner reviews and approves your package


6. You tell the list broker the following:




1. the selects you want, if any*


2. how many names you want to order


3. when you will mail your piece


4. when you need to receive the names


5. where you want the names to be sent (your lettershop, usually)




7. The list broker prepares your list and sends it to your lettershop or service bureau


8. Your lettershop keys your reply device and other components so you can track the results of this mailing back to this list


9. You mail your package to the names on the list


10. You process each order you receive, adding the names to your database (they are yours to keep), and flagging each new customer record to note the list, package and offer used to acquire the customer

* A select is a process that the list broker conducts on your behalf to choose only some names from the entire list. You might ask the broker to select names from a particular zip code, for example, or only people with cats, or only women, and only rent you those names.

Description Table of Contents Read Excerpt (PDF) Author Information Reviews Related Websites In -part of -Gwyneth J. Lister provides the tools you need to make direct mail programs as effective and efficient as possible. With material tailored for volunteers and professionals who have little or no experience with direct mail, step through the process of creating a strong direct mail program. Filled with handy worksheets, checklists, and tips for avoiding the most common pitfalls, -from knowing who should receive the direct mail package and working with list brokers, to creating and budgeting the package and evaluating the results.

Forex Broker Mailing list brokers know the industry. The firms they work for have researched and tested thousands of lists. So working with a qualified mailing list broker is vital.

By consulting with one of the many list brokers advertised in Direct Marketing magazine or from a referral source, you try to identify a current mailing list of potential customers for your information. your audience should be a large and growing school of fish that is hungry and ready to be whipped into a feeding frenzy.

Online Brokerage © 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message).

Direct Mail and Catalogs If you would like your name and address removed from Timberland's direct mailing list or if you would like to update your mailing information, mail us a request at onlineservice@timberland.com. Please be sure to include your first and last name and mailing address in your request. mail lists might take up to ten (10) business days to become effective ( 6 weeks). Even if you're removed from a list, if you order online, mail to confirm your order and may need to contact you by phone, mail or regular mail if we have questions about your order.

Real Estate Broker
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ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers attract new clients using direct mail marketing. Sign up for free weekly tips like this at http://www.sharpecopy.com/newsletter

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