How Cooperative Are Co-op Databases?
David Waldman, CEO of Eclipse Direct Marketing, a list brokerage and media buying firm, with headquarters in New York City, and a list expert who has guided numerous clients through the cooperative and private prospecting database waters, advises any gun-shy mailer to test a portion of its housefile. While those names are in the cooperative database, scrutinize the offers brought to you by the co-op to see that they are of similar quality to what you are clearing for the names not in the cooperative. Then, he says, track performance for each list group. This way, you should get a sense of whether being in the co-op caused any performance issues for your own offers or those of third-party mailers who rent your names.