Marketers sometimes shy from e-mail prospecting lists, where there is not a direct opt-in or relationship with the target audience. They fear risking dollars on spammy, low-response data. E-mail list rentals via trustworthy, experienced data brokers address that concern, and, as data brokers, the AccuList USA team is happy to pass along tips for choosing an e-mail list partner as provided by a recent Target Marketing magazine article from Regina Brady. Yes, there are some unscrupulous list purveyors out there, so it makes sense to start with broker members of the Direct Marketing Association, who are more likely to follow DMA's code of direct marketing ethics, for example. Internet marketing consultant Brady then advises selecting brokers who are very experienced with e-mail marketing and e-mail lists. E-mail list brokers with expertise in your industry or related industries have an additional advantage, of course. And if your existing direct mail list broker has the e-mail chops, you'll have the added plus of an understanding of your customers and campaigns. In fact, it can make sense to bring in the expertise of more than one list broker, as Brady notes; no one broker has all the answers, and recommendations from other points of expertise can boost the odds for success. But remember, broker recommendations will only be as good as the information you supply about the demographics, psychographics, or firmographics of existing customers and segments; about past campaigns and list testing; about multichannel promotion and response vehicles; and about whatever else may impact results. So we are happy when clients "do a brain dump," as she urges. Finally, you can judge a good list broker by his or her inclusion of proven selects in list recommendations; drilling down with selects increases cost but also improves targeting and thus response. For more of Brady's advice on e-mail acquisition, read http://www.targetmarketingmag.com/article/how-to-increase-your-email-prospecting-odds-for-success/
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