Inviolable List Principles
10 list-selection strategies from direct marketing pros.
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Denny Hatch
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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.
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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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