Should You Work with a List Broker or a List Manager?
Web Marketing Today, Issue 105, October 23, 2001
When you're ready to begin an opt-in e-mail campaign you'll need to work with either a List Broker or a List Manager. It's important for you to know the difference between them you so you'll know what kind of service to expect. Here are some definitions:
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List Manager |
Employed by the list owner to represent and manage the list. Some list managers have aggregated many lists into a network of 20 million or more e-mail addresses that can be sliced and diced by demographic and interest characteristics. |
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List Broker |
Works for the advertiser to find appropriate lists in which to advertise, and coordinates the process of procuring the lists from list managers and getting the e-mail message approved and sent out. A List Broker operates like a media buyer specializing in opt-in e-mail lists. |
Do-it-yourselfers, thinking they're saving money, often go to List Managers. I'm going to be candid here. When I am planning to spend thousands of dollars on an e-mail campaign, I want someone working for me to represent my interests, and that person is the List Broker. Using a List Broker doesn't cost me any more than if I do it myself and brings a lot of experience and negotiating clout to the table.
Now I think very highly of List Managers and list management firms. They perform an important role. But it's vital that you know the differences between List Managers and List Brokers. (These are discussed in my article, "The 10 Crucial Elements of an Opt-in E-mail Campaign", www.wilsonweb.com/wmt6/optin_overview.htm)
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List Manager |
List Broker |
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Works for the List Owner |
Works for you, the advertiser |
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Only suggests e-mail lists represented by the List Manager's firm. |
Suggests any e-mail lists available, using tools such as SRDS (Standard Rate and Data Service, www.srds.com) that provides the up-to-date Interactive Advertising Source (subscription is US $561 per year). |
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Helps you identify demographic elements and interest characteristics to target your best prospects on their lists. |
Helps you identify both multiple lists and demographic elements within those lists to target your best prospects. |
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Helps coordinate the creative and e-mail design, sometimes using in-house personnel. |
Helps coordinate the creative and e-mail design using third party personnel that you identify or with whom the List Broker has worked previously. |
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Coordinates the e-mail test, sign-offs, and final e-mailing. |
Coordinates the e-mail test, sign-offs, and final e-mailing. |
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May offer you discounts if you know what to ask for. |
Will try to negotiate lower rates, using industry experience. While the List Broker has a vested interest in seeing you spend as much money as possible, getting better prices can often give you more bang for your buck. |
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Employees are usually paid a salary by the List Manager. The list management firm is paid by the List Owner depending upon the specific contract. |
List Broker is typically paid 15% to 20% of the total e-mail campaign costs -- not out of your pocket, but from industry standard discounts offered by the List Managers. |
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Final allegiance is to the employer and List Owner |
Final allegiance is to you, the advertiser, though the List Broker must maintain good relationships with other parties. |
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Works hard for you hoping to get your business for the next campaign you do. |
Works hard for you hoping to get your business for the next campaign you do. |
