Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Abacus counters this problem by allowing its members to mail only 12 times their own databases.
Zero24 has no such limits. And regarding the above-mentioned 12-times rule, Experian/Direct Tech’s John Messner notes, “It has been our experience that this rule is no longer enforced.”
• If no new names are added to the co-op database, you are marketing in decreasing concentric circles until you disappear up your own PC.
- Companies:
- Abacus
- Mal Dunn Associates
- McIntyre Direct
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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