The list terrain may be barren right now, but there are ways to navigate it, said a panel of experts at the Direct Marketing Association’s recent List Vision conference.
The list universe is shrinking, and marketers are mailing less and putting old names on the market, they said. Worse, the lists that are available for rental are often of poor quality.
How are mailers getting fresh names? For one thing, they’re mining their own house files even when prospecting, said Paulette Schlotman, senior vice president at MeritDirect, who handles B-to-B files.
And B-to-B mailers are looking for
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