Should I Become a Mailing List Broker?
Direct mail advertising campaigns allow organizations to send information to potential clients. Many businesses hire mailing list brokers to assemble these address lists. These brokers review consumer research reports to determine which demographics of consumers are most likely to purchase items or services. They can then make recommendations to clients about which lists to purchase for optimal financial returns.
Mailing list brokers may sell lists with physical addresses or e-mail addresses. Brokers can sell or rent lists to clients, but each rented list has strict usage limitations. Some may work independently, yet many work for direct mail organizations that specialize in list creation and management. Travel to meet with clients may be required.
Career Requirements
| Degree Level | Bachelor's degree (preferred) |
| Degree Field | Advertising, business management, communications or marketing |
| Experience | 3+ years of experience in sales and/or list brokerage |
| Key Skills | Knowledge of market research strategies, strong communications skills, detail oriented, self-motivated; comfortable with multitasking, able to develop strong client relations and meet deadlines. Sales experience and knowledge of lists and spreadsheet software programs |
| Salary (2015) | $48,490 (median for all advertising sales agents) |
Sources: U.S. Bureau of Labor Statistics, Direct Marketing Association, Mailing list broker job postings.
Step 1: Earn a Bachelor's Degree
Mailing list brokers have similar job duties as advertising sales agents and may need bachelor's degrees to find employment, according to the U.S. Bureau of Labor Statistics (BLS). Several employers seeking mailing list brokers during October 2012 also showed a preference toward applicants with postsecondary training. Suitable degree programs may include marketing or communications.
Marketing degree programs typically include courses in advertising strategies, consumer behavior, global marketing, e-commerce and direct marketing. Several marketing degree programs have elective courses related to the list broker career field, including sales management, advanced market research and professional sales strategies.
Success Tip:
- Complete an internship. Degree programs in marketing and business usually offer students internship or work-study opportunities with participating corporations. These opportunities allow students to take part in the day-to-day duties of marketing sales agents or other business professionals. Students who do well during their internships may be offered full-time positions.
Step 2: Build Sales Experience
In October 2012, job postings for mailing list brokers indicated that employers wanted applicants with extensive sales experience. Working in entry-level positions at retail stores may help individuals build general customer service skills. However, aspiring brokers often have to work in direct sales to get the necessary training for calling clients, researching products, maintaining client relationships and negotiating business deals.
Step 3: Get List Management Training
Instead of purchasing mailing lists from list brokers, some businesses have staff members manage client lists. Professionals who work in promotions or public relations may be responsible for maintaining records of current clients, which could include purchasing habits, physical addresses, e-mail addresses and other information.
List managers may also review public records to identify potential clients. For instance, list managers at wedding supply businesses may find new clients by looking at wedding announcements in newspapers. Although list managers are not list brokers, they participate in many similar job duties, which can provide the necessary experience and training for moving into a mailing list broker position.
Step 4: Start Your Own Business
With enough mailing list experience, brokers may open their own businesses, allowing them not only work flexibility but potentially greater earnings.
