Track Down Multi-buyers

For niche catalogers, the fourth type of multi-buyer can be powerful. “The intersection of two different types of lists can impute a whole new understanding of the names,” says Lenser. “You may merge a list of people who’ve bought pharmacological products for horses by mail order, with another list of subscribers to an English-style riding magazine such as Dressage Today. You now have isolated prospects that are proven mail-order shoppers who [probably] both own a horse and ride English.”