Not true.

Dell or anyone else can source the marketing lists themselves. Nobody is forced to go through a list broker.

However, many choose to utilize the services of a list broker because they bring experience and advice that enables better mailing list purchasing decisions. This, in turn, leads to better ROI on your marketing campaign.

Best of all, the services of a list broker are free.

Why would you do it yourself and risk blowing your marketing campaign when you can get professional advice and help for free? That’s why firms like Dell choose to hire list brokers.

For more information on this topic, read the article Four Simple Rules for Better Mailing Lists.

Finally, Dave Scott is right in pointing out that the speed at which the mailing list purchasing process traditionally operates is a problem. It’s not 24 days as he states, but it’s certainly not “internet speed” as you would reasonably expect these days. NextMark is solving this problem in cooperation with the industry. This “play nice” strategy gives you the best of both worlds – speed and intelligence.

“– Dell wants to launch a lead generation campaign

– Dell can’t source the marketing lists themselves

– Dell has to hire a list broker who sources it for them

– That list broker does the research, makes the calls, and secures the list.

– That process is what times up to 24 days to do

It’s the back and forth between the advertiser, list broker, list manager and list owner that is the problem. Our technology streamlines the process and brings it down to 30 minutes through automation.”

Ridiculous that someone with so little knowledge of the relationship that is developed between mailer and broker from day one could make such statements. And, further, attempt to build a business around trying to destroy it.

In my twenty years being a list broker, I have developed several campaigns for Dell and many other top tier mailers. Most do not begin a discussion with a list of lists they wanted to rent. Rather, together we look at the myriad of lists that are available within their market and hone in on the best lists for that particular campaign.

Choices are made based on response analysis tools, indepth review of available lists and current budget just to name a few things. It doesn’t seem to me that any of these decisions can be made in a shopping cart. Most importantly, each mailer hires a list broker based on the skill set that matches their needs and then they work together to build a solid mail plan.

I would like to see a side by side test of the Marketfish product versus those chosen by a reputable list broker. As a direct marketer, I will trust the results of the campaign as that is what rules the direct marketing industry. Not buying lists from a shopping cart.