16 Ways to Maximize List-rental Income

5. Stay flexible on pricing. Work with a mailer to be sure your list is affordable and reasonable. Be willing to negotiate charges on using your list’s selects and net names. Don’t hold hard and fast to your rate card. Deals are being negotiated every day.

Catalog list prices often are prohibitively high. Waiving select charges or capping selects often can mean the difference between a mailer canceling an order or placing a successful test that results in future continuation orders. Five continuation orders at a discounted rate of $135/M is better than no orders at a higher standard datacard rate of $165/M. Note: I’m not talking about giving away the store. Often, a discount of $10, $15 or $20 per thousand is all it takes to get the order.