Five Ways to Make List Selects Work Harder for You

Millard Group’s Hayden confirms that he, too, sees co-ops picking up market share. “For mid-size mail-order companies, I see an increase in the percentage of their mailings to co-ops — from about 20 to 30 percent of their circulations to 35 or 40 percent.”

That’s because with the co-ops merchants can make the numbers work better. “Take a $120/M response list rental, add in selection charges you need to make it work, and it gets quite expensive. On the other hand, you can mail names from a co-op database for $55/M. If the results are similar, or even slightly less, it’s a no-brainer.”