Finding the Right International List Broker
All list brokers are not created equal. Before you rent lists for a global campaign, identify a broker experienced in international lists and foreign markets.
An international list broker should be able to provide more than just mailing lists. The broker also should give you insight into your particular market, as well as be able to recommend some reputable merge/purge bureaus, lettershops and postal services.
Provide your brokerage firm with full details of your mailing so it will be able to accurately recommend lists. The information should include:
• the offer,
• sample mail piece,
• customer profile,
• former list usage and response (if applicable),
• mail quantity, and
• your budget and timeline.
If you’re working with a list broker located outside of the United States, be aware that in many European countries a list broker performs the same duties as both a U.S. list manager and a broker.
When conducting a list transaction, be sure you and your list provider are speaking the same language. Put your instructions in writing to avoid misinterpretation.
In addition, understand that professions and terminology aren’t the same worldwide. Case in point: What we in America call “nixies” are termed “goneaways” in the United Kingdom. In addition, the term “expires” means people who have died.
One more tip: Review sample data before you print your labels. This way, if you’re mailing a business-to-business file and you see that most titles are “president” and “vice president,” you’d do well to question the data’s validity. “Managing director” is the more commonly held business title for the head of a company in many countries.