Compiled Lists and Response Offers -- Never Say Never

Share this article:
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 ...


Share this article:
close

Next Article in Opinions

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

The One-to-One Future Is Now

The One-to-One Future Is Now

Editor-in-Chief Ginger Conlon offers her take on what it means to make an impact on the marketing industry.

Leading by (Poor) Example: Answers

Leading by (Poor) Example: Answers

The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. See how our readers would handle this thorny situation.

Attention Marketing Consultants: Protect Yourselves

Attention Marketing Consultants: Protect Yourselves

A lot can go wrong when you're a marketing consultant—but there are plenty of ways to safeguard yourself if you're smart about it.