If Selling a Mail-Order Product, You Need to Use Response, Circ Lists

I don't think that anyone is saying compiled lists are worthless -- indeed, for some markets, they give you coverage that response and circulation lists can't come close to matching ("Compiled Lists Are Worthless," June 27).

But that's for lead generation. If you are selling a mail-order product, you need to use response and circulation lists only. In 25 years in direct marketing, I can't recall having seen compiled lists work well for mail-order offers.

Bob Bly, Copywriter, Dumont, NJ


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