You Still Don’t Rent Out Your List?
8. Consider a mail date restriction if you feel it’s necessary. In other words, don’t let a competitor use your file prior to the mailing of your own catalog. Be sure your catalog is in the mail first.
About 20 years ago, it made sense to keep your list off the rental market to stop others from mailing your customers — not true today. Consumer catalogers, in particular, that won't rent their housefiles miss out on access to “good” lists and/or list rental income that will add to the profitability of their companies. That’s because approximately 95 percent of catalog customers appear on one or more of the co-op databases.
Even though these catalog buyers aren’t being mailed from your list directly, they are being mailed. Follow these suggestions and rent/exchange your buyer file with confidence. And don’t think you’re protecting or keeping your customers all to yourself.
Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. You can reach him at (302) 537-0375 or at www.lettdirect.com.