Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
White cites his “Optimization Service,” which works like this.
Let’s say an Abacus member is planning a one-million mailing of names—its own, names from Abacus and outside rentals and exchanges. After the merge/purge, Abacus goes through each name and decides whether it’s worth, say, 70 cents to mail that person a catalog. The process eliminates about 15 percent of the names, saving 150,000 catalogs not sent to the wrong person. The cost savings: $105,000 at 70 cents each.
- 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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