Choosing a list broker
By Gordon Mitchell

Gordon Mitchell is a senior list manager at the US office of Clear Blue, one of the world's longest established mailing list companies, with over 100 offices all over the globe.

ALL LIST brokers can secure any mailing list on the open market for your organization. And they all receive similar compensation in the form of a standard commission that’s taken off of the base rental rate. So, if any broker can secure any list, how do you choose among the more than 200 list brokerages in the market? Here are some questions to consider.

Does the list broker have extensive experience working with organizations similar to yours?

Ask for a client list along with years of service with those organizations. Brokers have access to their clients’ statistics and mailing patterns, and although that information is strictly confidential, they certainly use that information when they’re making recommendations to you. Many brokers have sophisticated systems that allow them to cross-reference usage and determine which lists are working for which offers. The broker is then able to give you an educated recommendation as to how the lists should perform for your acquisition mailing.

Does your broker provide a thoughtful plan and strategy? Or are you simply seeing what I call “cut and paste” planning?

At the very least, a plan should include list name, selection, gross quantity, estimated net quantity, base price, approval basis, selection prices, list universe, exchange history, and list markets. An overall strategy document should accompany the plan describing why particular lists or markets are being selected. If you’re willing to supply statistics, some brokers will produce projections for more complicated programs. If you have a larger program with several packages, you may want your broker to recommend list and package assignments.

Who will be setting the strategy for your account, and how much experience does she have working with organizations similar to yours?

There certainly are brokers who specialize in working with specific types of organizations, such as environmental, charitable, or civil rights groups. And many of these brokers have extensive experience working with multiple mailers within these categories.

Can your broker deliver the recommended mail plan?

A good broker follows through on the process of getting the list to the merge-purge house and lets you know at the critical points of the process if the plan needs to be adjusted.

Is the broker knowledgeable about your organization and your acquisition goals?

Do you collaborate with your broker and educate her about your current donors and what motivates them to give to you? Do you give her current samples, let her know about packages that are in draft, and supply her with current statistics? Do you give her enough time to supply you with a thoughtful plan?  Typically a mail plan should be in conception about two months prior to drop. This allows for pre-clearance, count requests, and a few drafts of the plan prior to placing list orders. If your deadlines are too tight, you may not be able to secure your best lists or the best work from your broker partner.

Is your broker well connected within the direct response community?

A good broker will have industry contacts and can help you network with other professionals. She should be up-to-date on new trends and technology. And in order to be effective, your broker should be well regarded within the industry in terms of professionalism and know-how.

How involved do you want to be in the process of selecting lists?

Some clients like to roll up their sleeves and help choose lists, and others want a refined plan of the best lists. My personal belief is that if you’re spending an unusual amount of time reinventing the mail plan, then you should either communicate your needs better or reevaluate whether you’re working with the right broker.