Revenue Opportunities

How much can you really make by marketing your mailing list? The answer depends upon the size, quality and targeted nature of your list. Because of the many complexities involved in marketing a mailing list, it is always wise to use a professional List Management firm that understands the requirements, risks and opportunities that your list represents.

CHECK OUT what differentiates Infocore from other list managers.

What if your list is already on the market? How can you be sure you’re capturing all the revenue you should be? Let us conduct a free Strategic Review of your list(s) currently on the market. Our Strategic Reviews look at the 5 critical elements of profitably managing a list, to gauge how well your list is currently performing in the marketplace. To deliver your fully customized Strategic Review, we assess and review:

Your Service & Responsiveness Rating
Your Competitive Positioning
Your Promotional Plan
Your Efficiency Rating
Your Revenue and Profit Levels

Why Contract with a Professional List Manager?
If you offer a compiled list to the market place, that is, a list derived from data collected from public sources, your options are many.

Since compiled data is highly competitive and cannot prove responsiveness, it is usually priced at a significant discount to response data. Buyers of this kind of data range across the spectrum of size but oftentimes customers buy direct from the source of the compilation or any number of resellers who are licensed to sell the data. Many times the data is branded by each individual reseller under a different name, which reflects its non-exclusive and less valuable nature.

Differentiation in compiled data is usually achieved through adding demographic data of one kind or another or by creating smaller more highly-targeted sectors of a broader compiled list. Every aspect of these types of lists is easy. They are easy to find, easy to select from and inexpensive to acquire. All of these factors contribute to the evolution of the most efficient way of marketing this data being to resell this type of data through multiple, even unlimited agents.

If instead you have a Response List - that is, data collected as a consequence of someone responding to an offer to purchase, whether that be a magazine, clothing, electronics or any other goods or services requiring monetary payment, you should consider a much different approach to marketing your list.

Response data is almost always one of the principal assets and differentiators of a business. It is the key to continued sales and profitability and is usually carefully kept from competitors (almost impossible to do under the compiled data distribution model). Businesses are usually too focused on their core business to be able to manage all the different aspects of List Management.

Companies that buy response data almost always work through List Brokers. List Brokers are tasked with finding the best performing data for their clients. Both List Brokers and List Mangers access a common database, analogous to the MLS in the real estate business, where Managers list their lists and Brokers do their primary research. This highly efficient marketplace has evolved over many years and works very efficiently. The combination of Managers promoting and listing their managed properties and Brokers researching available files for their clients virtually assures industry-wide coverage of any available list.

Within this highly evolved and efficient marketplace, 99%+ of all lists are exclusively managed by one List Manager. There are many reasons for this, including:

List Brokers are looking for individual files for their customers, usually multiple different lists, and rely on this marketplace not to have the same file listed under different names and under different Managers
The List Manager is responsible for every aspect of preparation of bringing a new file to market. This includes the description (in the form of a datacard) – critical to optimal usage of the file, marketing to the List Brokerage and mailer community, all the administration of the file including ensuring compliance with legal issues, List Owner approvals, List Rental Agreements, file delivery, collection, reporting and payment to the List Owner. It is simply inefficient and burdensome for the List Owner to monitor and manage these critical administrative elements with multiple brokers
List Owners need to be assured that their files are not being rented to competitors or to companies where some damage may be done to the list owner’s business. Working with an exclusive Manager allows the Owner to know exactly who is renting the file and for what purpose.
Understanding the "indefinable element" of a response file, as described above, is achieved through experience of list rentals. An exclusive Manager is able to gather information from all the disparate rentals to determine the subtle differences in performance that often exist between apparently similar companies. In concert with the List Owner the Manager is also able to maximize the value and performance of the file through working together using the information and experience gained from exclusive management. This might include profiling, modeling, appending and other improvements to the file where this can reasonably be indicated to add performance and monetary value.

Let Infocore maximize the revenue on your list. Contact Us to learn more about our List Management capabilities.

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