“Zipmarket Principle” Accounts For Major Growth Of List Brokers And Its Clients InfoMat, a 33 year-old mailing list brokerage firm, estimates it’s one of the largest of all major brokers. What’s unique in this case is that this firm is located in California—seemingly far removed geographically from most of the list “action.” (One only needs to briefly peruse a Directory of List Brokers to see that most are situated in or around New York City.) Obviously, InfoMat is attracting and holding clients from the East as well as from all parts of the country in compiling its impressive record. A broker can only prosper if its clients prosper. President of InfoMat, Craig Huey, informs CMOA that his firm is building a booming business for clients (through list selection) by closely following a very basic direct marketing principle he refers to as the “Zipmarket Principle.” Specifically, it holds that even the most brilliant DM package will fail if mailed to poor lists, but any decent DM package will pull well if mailed to quality lists. In other words, if the “prospect” is just not interested in buying, subscribing, or donating by mail, no package will change his mind. But if he likes making such transactions by mail, he’ll most likely respond to even an average package. (And the more you ignore this principle, the faster your share of the market approaches zip—hence the term “Zipmarket Principle.”) InfoMat indicates it pulls together list mixes for clients with great caution and care to help them achieve much higher response. In many cases this firm’s research and digging uncover little-known but high-powered lists often overlooked by other brokers. For examples a fellow named Howard J. Ruff approached InfoMat, requiring quality lists to get his new venture off the ground. The rest is history. Another newsletter was floundering with a few hundred subscribers. Through InfoMat’s list selection this newsletter now boasts a circulation of 10,000 at $125/year. An expensive mail order product went from zero to 60,000 units sold in just 18 months using this broker’s list recommendations. And on and on the success stories go. If you having difficulty finding quality lists, or getting your DM program started, InfoMat indicates it will be happy to work with CMOA readers—no matter the size of your firm, or where you’re located. Write Mr. Huey at InfoMat, 21171 S. Western Ave., Suite 260 Torrance, CA 90501. Or call 1-310-212-5944. Tell him what you’ve been doing and what your goals are. Send him a copy of your package for review. He’ll return specific list recommendations to you—without obligation on your part. And remember, you pay no extra fees by ordering through a mailing list broker.
InfoMat, Inc. |
Dear Broker:
We always strive to give you the best list recommendations. If you should ever have any questions about the quality and integrity of our lists, please call me personally. Sincerely, Craig Huey |
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