Advertisement

How to Improve the List Acquisition Process

by Maria Dailey February 28, 2013
Get the Flash Player to see this rotator.
 
In a tough economy and competitive media marketplace, list managers are getting squeezed on more than margins. Every good list manager is not only committed to meeting their revenue goals, but also to protecting the integrity of their client's data. In recent years, this has become an even greater challenge due to elaborate special instructions brokers now include on their list orders.

It's vital for list managers to view each purchase order as a written contract, because the data provided will be held to the terms outlined. Unfortunately, these special instructions can add multiple pages to list rental purchase orders and can result in significant order processing delays.

Additionally, client specific instructions are also being included within the standard instructions. These customized instructions, often cloaked with industry verbiage, can be interpreted in different ways and can even include hidden stipulations on how the data will be used — let the list owner beware! Brokers also will adjust pricing or net name arrangements within these special instructions, expecting list managers to honor these hidden adjustments when the order is invoiced.

Most pricing and net name arrangements would require list owner approval, because they directly affect the amount of revenue generated from the order. While managers appreciate that is a good idea to negotiate brokerage pricing arrangements, obtaining list owner approval usually takes more time than what is given to process the order. Although, managers will do whatever they can to prevent a cancelled order, they need to comply with restrictions from their list owner clients. Most brokers are aware of this predicament, and may use it as a tactic to get these special arrangements pushed through.

List managers have reacted by using management order confirmations. Brokers will see their elaborate conditions being thrown back at them: "Mailer will be having a custom model built by a 3rd party using responders and non-responders to this mailing. This is non-list specific and source of names is not known. Names are supplied as part of the mail file only.  Actual modeling is only done to the 3rd party private names based on the responders to this mailing." Most require a signature or verbal approval from the list owner to move forward processing the order.

Some managers have integrated these order confirmations into their workflow because they have been "burned in the past" for overlooking hidden arrangements. Not only does this back and forth, passive-aggressive line of communication put a strain on manager/broker relationships, but it also holds up the processing of orders. With digital media receiving a greater share of the direct marketer's wallet, it's increasingly important to remove any friction in the traditional list acquisition process.

 
 
 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

MORE ON DIGITAL PRINTING >>

FROM THE BOOKSTORE

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. 

Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition contains updated industry statistics and benchmark figures, features up-to-date strategies for creating new revenue streams such as online marketing and sales and e-book publishing, and provides new information on using financial information to make key management decisions.

More than <b>two dozen highly practical forms and sample contracts </b>for immediate use are also included.

"One of the best references available today . . . providing a solid foundation and answering every question.” —Jan Nathan, executive director, Publishers Marketing Association 


“Vital to doing the business of publishing well.” —Independent Publisher 

"A remarkable book and a must-have volume for anyone interested in the business end of book publishing. Everyone in the book publishing business should have a well-thumbed copy on their desk." —David M. Hetherington, adjunct professor, Pace University, Graduate School of Publishing 

"No matter what your size, Publishing for Profit is an essential tool for growing your business. The book is about as close to an operations manual for a book publishing company as can be found." —Dominique Raccah, president, Sourcebooks, from the foreword 

"Publishing for Profit was immensely useful in helping me understand some of the subtler business challenges of a small press . . . Your advice is practical and immediately applicable." —Perry Donham, president, KidPub Press 

“The bible of the industry.” —Associated Press 

“Solid nuts-and-bolts advice for everyone who wants to run a publishing business, no matter how large or small. Forms and illustrations help make this manual crystal clear.” —Judith Applebaum, author, How to Get Happily Published 

“Publishing for Profit is a great book. It sits on my nightstand. I often pick it up and read parts of it again.” —Rod Colvin, president, Addicus Books Publishing for Profit

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition...

ORDER NOW

Production Measurement & Control Techniques for Commercial Printing Environments

<i>Managing Print Production</i> is a collection of some of Roger Dickeson's most popular and important columns concerning production measurement and control.  Both as an expert and student of the industry, Dickeson asks the tough questions and brings thought-provoking answers to the subject of printing productivity. 

This booklet should serve as a guide for printers looking to improve their company's productivity and streamline its processes. Managing Print Production

Production Measurement & Control Techniques for Commercial Printing Environments Managing Print Production is a collection of some of Roger Dickeson's most popular and important columns concerning production measurement and control. Both as an expert and student of the industry, Dickeson asks the tough questions and brings thought-provoking answers to the...

ORDER NOW

 

MORE ON DIRECT MAIL >>

FROM THE BOOKSTORE

Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adaptingUp-to-date guidance on communicating in a fast-paced, multichannel worldHow to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing contentReal-world examples from 100+ nonprofits of all sizes and missions Content Marketing for Nonprofits

Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adaptingUp-to-date guidance on communicating in a fast-paced, multichannel worldHow to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing contentReal-world examples from 100+...

ORDER NOW

Available as a PDF.<BR> <BR>In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures! <BR><BR><EM>The Power of Direct Marketing</EM> provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.<BR> <BR>Emphasis on Short-Term Forecasts! Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years. <BR><BR>Access the latest top-line data, highlighting: 
<LI>Return on Marketing Investment 
<LI>DM Advertising Expenditures 
<LI>DM-Driven Sales 
<LI>DM-Driven Employment 
<LI>DM Impacts by State and by Industry 
<LI>Plus, Brand New Content! In the 2009-10 Edition, the Power of Direct includes for the first time Mobile Marketing and breaks down internet marketing into 5 channels. As a result, the report slices data along: Data is broken down by channel, industry, and business model including: 15 major channels: 
<LI>Direct mail (Non-catalog) 
<LI>Direct mail (Catalog) 
<LI>Telemarketing 
<LI>Email 
<LI>Internet Display Advertising 
<LI>Search Engine Marketing 
<LI>Social Networkng sites 
<LI>Internet (Other) 
<LI>Mobile 
<LI>Direct Response Television 
<LI>Direct Response Radio 
<LI>Direct Response Magazines 
<LI>Direct Response Newspapers 
<LI>Direct Response Insert Media 
<LI>Other 52 major industry groupings 51 geographic regions 4 intended purpose categories: 
<LI>Direct order 
<LI>Lead generation 
<LI>Retail purchase 
<LI>Fundraising 2 major markets: <BR>Business-to-Consumer <BR>Business-to-Busines</LI> Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition

Available as a PDF.

In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures!

The Power of Direct Marketing provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors



...

ORDER NOW