HOW MUCH DO DIRECT MARKETERS AND INVESTORS HAVE IN COMMON? And besides being spreadsheet junkies, how much are list brokers really like stock brokers? Their “trades” may have more in common than expected. The direct marketer’s portfolio is his campaign, and like that of the investor, it’s all about the ROI. Direct marketers index response rates (like stocks) and estimate lifetime value of a customer (like investors predict future earnings of a company). And yes, the core competencies of a list broker are much like those of a stock broker.
Both marketers and investors understand the importance of hedging their bets. A list of opportunity seekers in a campaign may be offset by a more conservative audience with high credit scores and pay-up statistics — much like the addition of negatively correlated stocks in a conservative equity fund.
When trying to reach like-minded investors, it is important to understand their profiles based on demographics, psychographics and recent behavior. Risk tolerance and financial goals must be predicted upfront in order for marketers to achieve positive results. Fortunately, there is a wealth of information available to help address the right individuals with a relevant message. When response data is scored with additional information, it becomes a secret weapon for finding quality prospects for financial services offers, and this all begins with the right list selection.
The list popularity index below shows each list’s rating on a range from 0 to 100, with 100 being the highest. The scores are calculated using an algorithm that analyzes recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.
SmartMoney
Universe: 724,436
Price: $140/M
List Popularity Index: 100
Contact: American List Counsel, Gary MacDougall, [email protected], (609) 580-2503
Real Estate Property Investors
Universe: 424,310
Price: $115/M
List Popularity Index: 89
Contact: Macromark, Mary Ellen Meyer, [email protected], (845) 230-6300
MarketBrowser Email List
Universe: 405,000
Price: $80/M
List Popularity Index: 85
Contact: Zacks Vertical Reach, John Hayes, [email protected], (312) 265-9118
Barrons Active Subscribers
Universe: 383,677
Price: $175/M
List Popularity Index: 100
Contact: Statlistics, Marge Fernbach, [email protected], (203) 778-8700
Investors Business Daily
Universe: 176,310
Price: $175/M
List Popularity Index: 99
Contact: Lake Group Media, Sabina Pagano, [email protected], (914) 925-2401
Gold and Commodities Adviser Newsletter Subscribers
Universe: 64,204
Price: $200/M
List Popularity Index: 86
Contact: Infomat, Mary Thompson, [email protected], (310) 212-5944
Data cards for these are publicly available at http://lists.nextmark.com.
Chris DeMartine ([email protected]) is director of business development for NextMark.
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