How Efficient Is Your List Broker?

The list broker you choose should go the extra mile for you and work out list exchanges, test discounts and net-name arrangements wherever possible. You also can ask for rental fee discounts on your marginal lists. Remember, everything is negotiable in the list business. Rather than lose out completely on rental income on a list that's marginal to you, some list owners will approve a discount to the rental fees in order to keep you mailing their names.

—Jim W. Gilbert, president, Gilbert Direct Marketing