Compiled Lists and Response Offers -- Never Say Never
Regarding Bob Bly's comment, "In 25 years in direct marketing I can't recall having seen compiled lists work well for mail-order offers" (Letters, July 11), I would submit there's a major addendum to his conclusion: "This of course would not apply to many special-interest offers."As specialists in those kinds of lists, I can remind Mr. Bly of the various and ongoing consumer uses for segments of the FAA list, boat registration and documented yachts lists, and many sports-related compilations.
Yes, Bob, it is difficult to make compiled lists work for response offers. But never say never ...
