Bob Bly Direct Response Copywriter Official Banner

Not All List Brokers Are Created Equal

June 28th, 2010 by Bob Bly

by, Brian Berg,President/CEO ? BB Direct, Inc

No two list brokers are the same. Yes, they are all compensated by earning a commission in the form of a discount for their data, but not all list brokers live up to the compensation they receive. Many provide little more than a list industry vocabulary. A good mailing list broker starts with an account summary of previous campaign successes and low or no response. They attempt to involve the mailer in the process of target audience selection and how their list recommendation is developed. Ultimately, they attempt to improve response and response measurement, as well as reducing cost.

Often asked, ?Why utilize a mailing list broker when you can go direct to the source?? The answer to this question can be found in the flexibility provided by a list broker. A good mailing list broker can access many sources of data, put the ?target-ability? of the list before cost, and properly set the expectations of the mailer in terms of deliverability and response.

Mailers that go direct to the database compiler should expect to pay a standard retail price point that?s higher than what you?d pay with a broker. But even more so, going directly to the database source will limit their options. Owners of the database will only sell their own data while brokers will have options. And since no two databases are the same, knowing the strengths and weaknesses of a particular database is a quality that good list broker can deliver.

When shopping for a mailing list, it only makes sense to get more than one quote. Like anything you shop for, consider experience within your industry, price, and general ?gut? feeling about the broker/consultant. Ask for references and call those references. The time put into this type of research will always return favorable results. The importance of partnering with a good mailing list broker is vital to the direct mail investment and the return on that investment.


This entry was posted on Monday, June 28th, 2010 at 9:19 am and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

29 responses about “Not All List Brokers Are Created Equal”

  1. Corry Cummings said:

    Hey Bob,

    I run a content creation business, and I believe I could provide your readers with an interesting post on the topic of content creation and internet marketing.

    Get in touch if this sounds like something you would want to do, and I can get you some topic ideas. Check out the posts on my blog for samples.


  2. Jack's Customized Fat Loss said:

    it makes me understand more about what broker is and how it can reduce my expenses on online shopping.

    – Jack Leak

  3. Gigasphere said:

    {Great|Wonderful|Fantastic|Magnificent|Excellent} goods from you, man. {I’ve|I have} understand your stuff previous to and {you’re|you are} just {too|extremely} {great|wonderful|fantastic|magnificent|excellent}. I {really|actually} like what {you’…

    Very nice post. I just stumbled upon your blog and wanted to say that I have truly enjoyed browsing your blog posts. In any case I will be subscribing to your rss feed and I hope you write again very soon!…

  4. Hai Mariani said:

    This internet site may possibly be a walk-through for all of the details you wanted in regards to this and didn?t know who to question. Glimpse here, and you?ll certainly discover it.

  5. myassignments help said:

    I just got done with my paper but now I am looking for a research paper from myassignments help. I really cannot just give in my work like that. I know I have done enough but still, help from a professional would be so good! So if anyone who has an idea on this, then please do let me know!!

  6. Messages of Obsession said:

    It is somewhat fantastic, and yet check out the advice at this treat.

  7. Pineapple said:

    Find the best essays on is my friend’s profile page.

  8. haris khan said:

    There is so much in this article that I would never have thought of on my own. Your content gives readers things to think about in an interesting way.

  9. adv ydv said:

    Hi guys if you want to hack social media account but you don’t know how to hack instagram account then don’t worry we here for you we tell you best tricks about hacking

  10. Maurice smith said:

    Typically when I surf the ‘net I seek out web-sites which provide good information and therefore I found this site. Frequently when I have been to this website I’ve appreciated the nice post listed here. I shall be certain to look for the next post.. Thanks for this fantastic write-up I am going to come back in the future.

  11. Ashley said:

    Usually when we find these kind of sites, we get bombarded with unnecessary information but not this page. It has been so helpful and this page has given so much back!

  12. Rachel said:

    Had such a great time reading all those information on this page for this issue!

  13. Celeb Wiki Gossip said:

    Awesome! Thanks so much for showing us this. Really helpful.

  14. Morris said:

    Thanks for sharing.

  15. Kate Middleton said:

    When shopping for a mailing list, it only makes sense to get more than one quote. Like anything you shop for, consider experience within your industry, price, and general. can help you improve your chances of succeeding at any certification exam. We have been working hard to create excellent preparation material for all the people who are trying to clear any certification exam to increase their chances of landing a high paying job in the industry.

  16. aric walker said:

    The things you share are relevant to my search needs. I also have some useful information you can consult.
    surviv io

  17. Clara said:

    Very nive. The Jesus and Mary Chain T-Shirt

  18. One Dasty said:

    Bringing home a new puppy is a wonderful experience involving the whole family, which is why we begin training early overwhelming at first, but by offering our customers a great amount of support, we assist in the preparations to make it less stressful. To provide a completely different environment for our puppies, we thoroughly researched and make sure this puppies will only go to respectable families

  19. Ndure Shoes said:

    Ndure offers the best casual comfortable trousers for women online in Pakistan. Buy wide leg, loungewear, narrow and knit trousers for girls that are best suitable for all occasions. Ndure’s trousers for women are the key to everyday comfortability.

  20. Ndure Shoes said:

    Shop best quality casual shoes and Sneakers from Ndure. Shop from a wide range of colours and styles, available exclusively at Ndure. Ndure Men’s Casual Shoes and Sneakers are made from best quality materials, with soft sole. Style a handsome look in Ndure Shoes.

  21. Laurence said:

    klondike solitaire is a free card game with turn one and turn 3 options.

  22. Marisa Anthony said:

    I read this blog but I also want to discount because I saw the Top Gun Maverick Jacket and there is no store discount on this leather Jacket if you know better which store provides a discount on this jacket then you can inform me and I will buy this Jacket.

  23. HBCU Pride Jacket said:

    presenting you the most stunning HBCU Pride Jacket buy this jacket now and get discounts, pay less and get the highest quality, don’t think anymore just buy and make your style unique for this Halloween.

  24. Rivaj UK said:

    Rivaj offers the best cosmetics and related products like Maybelline concealer and similar Concealer products So, grab the best concealer today and enjoy. Their concealers are truly unbeatable and offer a high degree of satisfaction. Rivaj offers the best concealer in Pakistan to their customers every day.

  25. Jazmin Clothing said:

    Jazmin provide wide range of shawls for women at reasonable price. Grab your favorite shawls online in all over Pakistan with fast delivery.

  26. Renee J. Sankey said:

    This article is filled with insights that I would have never imagined. Your writing style presents thought-provoking ideas in an engaging manner.

  27. xenian said:

    Designers have indeed chat gpt login been putting a lot of effort into developing top-notch study materials for everyone spacebar clicker attempting to pass any certification exam in order to improve their prospects of finding a well-paying position in the sector.

  28. timothysykes said:

    I find your blog to be extremely intriguing. I anticipate reading your upcoming blogs. ovo game

  29. marlboro touch said:

    Make sure to research the quality of the Marlboro Touch cigarettes you’re buying.

Leave a Reply