List Brokerage Services

As you know one of the most important elements in a Direct Mail or eMail campaign are the lists themselves. At Lett Direct we understand that creating synergy between campaign management and circulation planning will enhance our clients overall marketing initiatives. Our List Brokerage Division will work directly with our circulation planners and clients to create innovative, strategic marketing campaigns that will give our clients a leg up in the marketplace.

Our principle areas of expertise are:

DATA RESEARCH & ACQUISITIONS:

We create our recommendations based on your DM and EM history. We will incorporate your most recent responses, match back history and list history with new test ideas and segments for each promotion. Our list research will be in-depth and crossed with our circulation planners’ objectives to guarantee we are constructing new pockets of fresh data to be tested for the acquisition of new customers.

DATABASES

With Databases popping up from every list company, you need a broker who understands the ins and outs of public, responder, cooperative and private bases. This knowledge comes from being entrenched in the list business and having the understanding of how databases are maintained. Lett Direct’s brokerage team not only has a strong comprehensive understanding of how to review and select from these databases but has created and administered hundreds of bases in their 20 year experience. We bring this information to our clients and can help you decipher which bases should be considered for your respective business.

ANALYTICS

These services are dependent on your current overall responses from your acquisition mailings. Lett Direct commissions modelers and analytic services based on our client’s requirements.

  • Models: we identify the need, create the models and test deciles that create the greatest response in the marketplace. How deep we test into a model is reliant on the data going in and aggregated information emerging after creation.
  • Overlays: overlaying your customer file to provide a quick and inexpensive snapshot of your customer’s profile and/or makeup.
  • Enhancements: allows you to take your “basic” customer information to the next level. Enhancements give you a demographic, psychographic and firmagraphic view of your customer base. These new variables will attribute to your target marketing and allow for stronger campaigns.

COMPETITOR ANALYSIS:

An understanding of who your competitors’ are targeting is priceless information. At Lett Direct, we take that one step further and provide the “when and how often” your competitors are mailing a given file. We understand that staying on top of your competitors is part of the equation that ensures having a successful mailing.

MERGE PURGE ANALYSIS:

We will review your merge purges to decipher:

  • From the rented files, who are you sharing customers with and how much of the marketshare you currently own
  • Which files should be using based on customer share knowledge
  • Utilization of your multi-buyers and how to get the most out of them
  • Overages and Fillers
  • Future negotiations

NEGOTIATIONS:

Our brokerage division understands the need to keep your costs as low as possible and in some cases to reduce your current costs. Our established relationships with the list management community combined with our strong negotiation skills ensure our clients that we are able to deliver list deals that lower their CPM and increases their overall ROI. The negotiations are based on our clients over all goals and are specific to each customer.

REPORTING:

All reports are customizable. We will work with you to guarantee that you are receiving all pertinent information relative to your business.

 

For more information please contact our Brokerage Division at (845) 849-2149 or by eMail LettBrokerage@lettdirect.com

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