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Maximizing Your List Revenue
A potential source of needed revenue for your
company can come in the form of the rental of your house list
to noncompetitive offers. Almost all of these individual list
owners choose a list manager to represent their file. There
are well over a hundred list managers in the United States that
manage thousands of mailing lists for list owners.
New England List Services works or has worked
with many of these companies as a list broker because we rent
over 3,000,000 names per year for various clients.
Where most mailing list managers fall down is
in the proactive marketing of a list. Many firms make few outgoing
calls to potential list renters and even fewer of these make
calls to see how the list did. I know this because we rent lists
from dozens of different list managers. We know which list managers
call brokers to stimulate new business and which ones just sit
and wait for things to happen. We also know which companies
tend to follow up after a list rental is done to get a continuation
or address a problem.
This experience allows us to cut through the
typical list management proposal “fluff” and place
your list with a manager we know is doing a good job now, not
one who just says they will with a beautiful proposal.
Thus we propose to use our marketing expertise
to recommend which list manager we believe will do the best
job. This will reflect research into each list manager’s
other lists that they manage, how they follow up with us on
lists we rent from them currently, and how they support their
existing list owners.
Because we have been a mailer and a list broker,
we know how to prod list managers into making certain lists
a priority. We currently do this for 3 other list owners with
over one million names under management. We are compensated
with a percentage of the net list rental revenue after expenses.
You clear each offer and control who the list
is rented to. A service bureau runs the orders (or you can)
and invisible decoys are inserted to detect any misuse of the
file. These expenses are billed to us and deducted from the
list rental proceeds.
In most cases there is a 6-12 month ramp up with
a new list manger while the file becomes better known. We propose
to shorten this with an advertising campaign that would be in
trade magazines and e-mail blasts to list brokers. The revenue
for this campaign would be advanced by New England List Services,
Inc. and recouped from future list rentals as detailed above.
Contact us for a proposal.
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