Key Takeaways

• A list broker has different responsibilities from a list manager.
• List brokers typically get potential mailers in touch with list managers.
• A list manager is responsible for managing and marketing one or more mailing lists on behalf of the list owner.

Introduction

When it comes to mailing lists, you’ve probably heard the terms of a list broker, and a list manager. While both of these individuals have to do with getting your mail piece delivered to those who would respond to them most, who does what in the overall pipeline of mailing lists?

Both jobs have an important role to play in the overall industry, and while they both do similar things in terms of their job responsibilities, they are very different. Depending on the campaign, you might interact with one party more than the other.

What are the Differences Between the Two Groups?

A list broker is typically a separate entity from the list manager. List brokers work with several different list managers to help businesses identify the mailing list that best fits the mailer’s campaign goal. Rather than representing a single list, the broker compares multiple options, helps the mailer find their target audience, and acts as a middleman between the list owner and the mailer, helping to negotiate pricing, counts, selects, etc. List brokers don’t create the mailing lists themselves – they have connections with different list managers, who will give the broker mailing lists that will fit the mailer’s campaigns. The list broker will then hand the information to the mailer, who will then choose the mailing list that they would like to go with. To make money, the list broker will take a percentage of the total sale for connecting the list manager and the mailer.

List managers are the ones that are responsible for managing and marketing the mailing lists on behalf of the mailing list’s owner. Depending on the type of mailing list, the manager might also oversee how the data is maintained, updated, approved, and rented. The list managers will get their data from various data brokers. For example, a list that contains individuals who could use debt relief, or individuals who subscribe to financial newsletters and are avid investors. The list managers will then put their mailing lists online, where the list brokers then find them.

When Will I Work with Either Person?

There are times when it would be appropriate to work with a list broker, and times when working with a list manager would be a better idea. Understanding the difference between the two will allow the mailer to save time and money when compared to going in blind. For example, if you are reordering from a list, or know the exact list that you’re wanting to use, then using a list manager would be the best course of action. If you are new to the mailing industry, don’t know what list you want, or don’t know who or what your target audience will be, then working with a list broker would be wise.

Who Should I Contact?

Contact a list manager if:

• You know the exact list that you’re wanting to use.
• You’re reordering from a list that you have used in the past.
• You only need information regarding one specific list.

Contact a list broker if:

• You’re comparing multiple mailing lists.
• You need some help deciding who your target audience should be.
• You’re new to direct mail and need some help.
• You want lists from several different list managers.

FAQ

• Q: Can the list broker be sure about the quality of the mailing lists they represent?
  • A: While the broker might have knowledge about the list managers they represent, there can be no guarantee that the mailing lists are all at an equal quality.
• Q: If I work with a list broker, would I be in contact with the list manager, or would the broker take care of that for me?
  • A: Typically, the list broker will be the intermediary between the mailer and the manager. The broker will get the details about the mailer’s requirements from the mailer and will contact the list managers with the details to find the managers that are willing to accept the job.

Conclusion

Knowing the difference between a list broker and a list manager can help the mailer find the best audience and mailing list for the mailing campaign. If you’ve already decided on the mailing list that you’re wanting to use, then working with the list manager would probably be the most straightforward option. If you’re in the process of comparing lists, however, a list broker would be able to save time, by helping to research and recommend lists that fit the mailer’s criteria.