Should You Rent Out Your Customer List?

Before the advent of cooperative databases, you could, to some degree, protect and/or reduce the amount of mail going to your customers by not renting your list. But since these co-ops have grown, there’s a strong likelihood that the very customer names you think are proprietary to your catalog are being rented frequently by other mailers. Indeed, the co-ops have changed the way mailers look at the list rental market.