“The more I know about the message of each package, the type of package, copy points, premiums or freemiums, and the ask level, the better I can tailor my list recommendations and selects,” says Donna Packer, president of Packer List Inc.
Why? Because some lists respond better to premiums, others are great for offers under $10, some work best for liberal causes and so on. Your broker needs to have an insatiable hunger for information about you, and that hunger must turn into creative list recommendations that the broker is prepared to defend.
It’s a competition, but you want to win
You expect a list broker to bring value to the table. But you still want to give him or her past results from lists you’ve previously rented. A broker studies these to identify trends, see what kinds of lists worked best for different offers, spot untapped or underutilized categories of lists that look promising — in short, give you recommendations for lists to rent that can improve your bottom line. Even looking at your historic results, it’s doubtful any two brokers will come back with identical selections. But without that history, their recommendations won’t be the best they can be.
Don’t let price be your main criteria
There is a wide range of pricing when renting lists. Some lists have a low cost per 1,000 names, while others may be twice as expensive. Don’t just select the lowest-cost option; these are often compiled lists that may not perform as well for you as a more niche list. A list of “extremely concerned and frequent contributors to all types of charitable and political organizations, including people who are passionate about veterans, liberal causes, animal welfare, education, hunger, homelessness, adherence to the Bill of Rights, wildlife management, recycling, health-related issues and euthanasia” is clearly less focused than “Donors to XYZ Charity in the Last 24 Months.”