Should You Rent Out Your Customer List?

• Several studies have shown that a customer list that’s used by others performs better for the list owner over time. In fact, companies that have tested how well buyers (whose names are rented) perform have “flagged” names three ways: names to receive all list-rental offers; names to get only non-competitive offers; and names to get no outside offers. These tests generally are conducted during a two- or three-year period, and the names are “frozen” over time.