Strategy Why You Should Rent Your Customer List (1,130 words)

by Stephen R. Lett

Even today, there are still a number of catalog companies, particularly business-to-business mailers, who do not want to rent their file to other qualified mailers. These firms do not rent their buyer files to non-competitors, nor do they exchange names with other reputable firms.

Do these companies know something other catalogers don't know? Are they trying to protect their customers from mailbox clutter? Or are they missing out on list rental income—income that drops straight to the bottom line? Or are they paying more to acquire new buyers?