List Rentals: What’s Negotiable? What’s Not?

Costs

When it comes to list-pricing negotiations, Huntoon says, “The cost of the list is more important [to mailers] than I’ve seen it in years.”

Ostroy says the types of discounts, deductions and other price considerations haven’t changed much. But, he adds, “when supported by evidence of marginal response, low average order amount, high duplication and/or other pertinent factors relating to the mailing, the process of negotiating can begin earnestly, and usually ends in mutual satisfaction.”