Cooperative Databases

This month, I'll cover how to best use the co-ops, and why it's also important to prospect to specific lists.

Should You Use a Co-op?

For most small- and medium-sized catalog companies today, about 50 percent of prospecting is to names selected from a co-op database. Prospect names selected from one of the five co-ops I've compared this month are a good value for the money. First, the names are selected from a model, which means they're best targeted to match your own customer database.