Ever since the computer has been utilized in our industry, and even before, the data card has been the single most effective way for List Managers to communicate with List Brokers and Mailers alike. So why is it that many List Managers neglect them? Keeping information current and accurate is paramount to Brokers. If a file hasn’t been updated in months it devalues the list. It raises questions as to the reliability of the list and its veracity.

The description of the file should also be reviewed. The description of the composition of the file is important because in just a few short sentences you are trying to capture the attention of a potential test. Finally, all SEO bells and whistles aside, don’t clutter the data card with too much statistical information. You want to invite a broker to call you for some more detailed information because lets face it, a direct conversation with a broker or mailer about a list you manage will more times than not result in a test.