Should You Rent Out Your Customer List?

3. Use The Direct Marketing Association’s (DMA) Preference Service suppression files for every mailing you send. This will eliminate those mail-order buyers who don’t want their names rented or exchanged. For my clients, this is standard operating procedure, as it is for most reputable catalogers.

4. Exchange on a name-for-name basis using the same selection criteria (i.e., last three-months, over-$100 buyers). And don’t let your exchange balance get out of whack.