When to use a list broker in your marketing campaign

Your marketing campaign probably includes a diverse set of tools to reach your desired audience. One of these tools might be a list broker.

What is a list broker?
In a nutshell, a list broker is an agent who sells lists of sales prospects to companies or organizations. Most catalogues, brochures, and other bulk mailings come from companies who utilize list brokers for addresses. These lists include contacts information, and sometimes more detailed demographic information, for businesses and homes. This information comes from a wide variety of sources, including telephone books, credit reports, and so forth.

List brokers are beneficial because they have access thousands of lists. In addition, they are knowledgeable concerning their lists and should be able to give you tips and insight about the best type of list for you. These services aren't free, however; expect to pay around $300 for every thousand names on the list. In addition, you don't actually buy the list, you simply rent it for a one-time use. To send something else to the same list, you'll need to purchase it again. Some list brokers offer discounts, however.

When to use a list broker in your marketing campaign
Perhaps you're considering using a list broker, but you're not sure if your situation warrants one. The following are some ways that a list broker can be helpful in your marketing campaign.
- Reach a more targeted audience. When you purchase lists from list brokers, you can narrow down your lists as specific as you'd like in order to get the exact traits you want. For example, you can filter lists that meet certain demographic or lifestyle criteria, such as businesses or people who have utilized or bought products and services similar to the ones your company offers. That way, you already know you are reaching an audience who has use for your product.
- Track your results. Many marketing endeavors, such as advertisements and billboards, are good for getting your name out, but they don't reach a specific audience, nor do they allow you to track who actually sees your billboard and responds to it. A list broker can provide you with measurable contacts.

How to use your list broker
If you decide to use a list broker, consider these tips to make the most of your purchase.
- Know your desired audience. It's best to know who you want to market to before you purchase from a list broker. Do you want to mail to homes? Businesses? A typical database has millions of names, so you will need to know the specifics.
- Narrow as much as possible. The more you narrow your list, the more expensive it will be, but the more it will bring you a better return on your investment. For example, let's say you sell medical supplies. You could target your list to doctor's offices, then target even more to offices within a certain radius or certain specialty offices.
- Consider email lists. Some brokers provide email campaigns. These are typically more affordable and are a good way to reach a targeted audience without spending the money on postage and marketing materials such as brochures, mailings, and cards.

A list broker can be an effective way to take your marketing efforts to a new level.