Letter: Private Databases Thrive in Recession

Share this content:
The contention that private list databases flop in this recession made by Roy Schwedelson, CEO of Worldata, is not supported by evidence from our database mailers ("Private Databases Flop in This Recession," Feb. 25). Direct Media actually is witnessing an increased reliance of mailers on prospecting databases.

And that makes a lot of sense. Inherent in prospecting databases is the ability to track, analyze and mail smart. Coupled with mailing history, overlay information, modeling capabilities, waived minimums and net usage billing, this creates not only a powerful direct marketing tool, but it saves very significant amounts of money. That is what mailers in a recession need to succeed.

The argument that databases produce a time lag when it comes to recency is not valid anymore. The most successful Direct Media databases are built monthly, adding the most recent names.

Schwedelson describes his view as revisionist. More properly it should be called outdated because his arguments are based on premises that may have been true 10 years ago. But the technology as well as the marketing intelligence have improved and now provide the perfect environment to prosper from prospecting databases, in good times and in bad times. These days, anything is possible. Understanding each mailer's specific needs is what is important.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above