Should You Rent Your List?

It’s also naive to think you’re going to protect your customers from competing offers, or any offers at all, in their mailboxes. With the sophistication of cooperative databases (co-ops) and the large number of catalogs that are members, chances are very high that your customers already are in these databases. This means they’re already available for rental for any other company that belongs to the co-op. Therefore, chances are slim that you’d actually be able to protect your customers from other mail-order efforts.