Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Susan McIntyre points out that these databases raise response now, but this finite pool of names—the very best customers—stands to be inundated with catalogs. Will this overmailing change the psychology of catalog buyers to the point that they sign up for the DMA Mail Preference Service? We may not see the effect this year or next, but what about five years out?
- 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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