Traditional or Co-op, Tips To Get The Best Performance From Your List

Schultz asserts that mailers need to be aware of the data they’re getting from their broker. “Inconsistency is much greater in co-ops vs. traditional lists,” he says.

Adds Wiland: “Co-ops don’t have the knowledge to look for other places to find data. We receive data that arrives mapped differently, making it much more difficult to understand. We emphasize stability. We don’t always get it, but that’s our goal.”