Special Report Lists

One recent example he related was the female buyer select from a catalog buyer list. Trollinger explains the strategy: "We know the typical mail-order buyer is female. J. Jill, Coldwater Creek and those sort of lists have 85-percent to 90-percent female buyer names that are identified and coded as such. Of the names that didn't code, often that group is not selected and therefore isn't mailed by someone renting those lists."