7 Tips for Targeting Customers

7. To co-op or not? When deciding whether or not to use the co-op databases for prospecting, determine if you’ll get out of them what you give up, Watson cautioned. “If you mail 2 million to 3 million names annually, and you’re only taking 100,000 names from the co-op, it’s not worth it,” she said. Prospect to a level that justifies your housefile exposure. Also consider which data is more valuable to your business — SKU level or transactional?