You Still Don’t Rent Out Your List?

These tests generally are conducted over a two- or three-year period, and the names are “frozen” over time. In all cases, the results showed that the names receiving all offers, including the competitive offers, responded best to the company’s own offer. The worst cases from the studies I have seen show there was no effect on response rates to companies’ individual offers if they rented out their files. In considerably more than half of the tests I’m aware of, rented names performed better. It’s easy to conclude this: Active mail order buyers are worth their weight in gold.