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Denny Hatch
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3. Hallie Mummert, editor of the direct mail industry newsletter Inside Direct Mail, suggests catalogers consider list exchanges rather than rentals. Instead of paying $100+/M for new names, the cost is more like $15/M running charges when you exchange. Just be sure to exchange for equal value, not necessarily on a name-for-name basis.
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Denny Hatch
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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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