State of the Co-ops ’08

ALEXA also has made a concerted effort to go deeper into mail files for profitable names. “We’re currently a 24-month database of names, but we’re going out into older recencies,” Hayden says. “We’ve been successful going into seven- to 12-month and 13- to 20-month buyers and getting them to work nearly as well as a six-month buyer for our participants.”