Caryn Gray

Certainly all mailers want to improve their new customer acquisition performance. And in a session during the DM Days New York conference last week, Caryn Gray, Experian’s senior business & strategy consultant, outlined 10 key factors for mailers to consider when working with consumer prospect databases: Specifically, a prospect database is a client-specific database comprising multi-sourced, agreed-use, non-proprietary consumer records, such as vertical response lists, that marketers use for planning, executing and tracking or measuring new customer acquisition efforts. In setting the stage for her presentation, Gray noted that the key drivers for improved prospect databases include list fatigue, a lack of new names on the