Inviolable List Principles

direct marketing consultant and former circulation director of Consumer Reports

7. Beware of overmailed lists. If you own a list and can rent it, that’s free money. A 100,000-name list rented at $80/M is $8,000 in your pocket (less commissions). Rent it 24 times a year, and you pick up $192,000. But turn it 80 times a year and, in my opinion, you’re a thief.