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 …

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