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

The Rules Have Changed

If you are a consumer catalog company, I see no reason why you should not rent your housefile. For those of you who are business-to-business catalogers, the decision to rent or not to rent may be a more difficult one. When marketing to a business, the decision maker is more difficult to reach, therefore your own list could be more proprietary than someone else's. However, if the offer is non-competitive, why not rent? If the offer is more competitive, you might want to consider an exchange.