Mailing List Process Chart
Mailing List Team Roles & Responsibilities
| Team Members |
Roles & Responsibilities |
| Marketer (Mailer) |
- The mailer is the starting point. He or she has got something to sell and has recognized direct mail or email as at least one of 'the means by which to sell it.
- The people who respond to the mailer's offers, become his or her customers or prospects (depending on the offer), and the mailer becomes a list owner, as well.
- The list owner in effect "owns" the names of his or her customers - to re-mail a follow-up offer, to renew, to rent to another mailer, or to exchange for another list owner's names.
- The mailer 'may hire a direct response ad agency, a list broker and a data processing service bureau.
|
| Direct Marketing Agency |
- The Direct Response Ad Agency is simply an agency specializing in direct marketing. Most direct response agencies are now part of major general advertising agencies.
- For the most part, the agency is responsible for developing marketing strategy and the creative product.
- Few agencies get very involved in list research or analysis. But that is also changing as list selection becomes more widely recognized as the critical factor between the success and failure of a direct mailing.
|
| List Broker |
- A List Broker is a specialist who makes all the necessary arrangements for a mailer.
- Their services usually include: research, selection, recommendations, evaluations and purchasing.
|
| List Manager |
- A List Manager is a firm that acts as the outside agent for a list owner and is responsible for the use, by others of the specific list.
- They generally provide:
- list maintenance
- list promoting and marketing
- list clearance and record keeping
- billing and accounting
- List Brokers can also be List Managers.
|
| Service Bureau |
- A Service Bureau provides a range of data, data maintenance and enhancement services.
- They tend to specialize.
- The priority # 1 service is file maintenance.
- Service Bureau Services:
- Updating and maintaining names and addresses
- Merge/purge
- Carrier route coding
- Zip coding
- Statistical reporting
- Zip code correction
- Checking of files against nixie banks
- Renewal upgrading techniques for the fund raiser
- Computer letter production and word processing.
|
| List Compiler |
- A List Compiler is one who develops lists of names and addresses from directories, warranty cards, newspapers, public records, sales slips, etc.
- They have full control over maintenance, scheduling, promotion, etc., of that list.
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