Mokrynski & Associates Inc

Get More Mileage From Outside Lists
May 1, 2004

The last three years have been tough for retail in general, and particularly for catalog/Web companies. This market softness has been felt especially strongly in outside list and cooperative database performance. There are a number of reasons for this. Chief among them: • A change in the composition of many list owners’ files stemming from large cuts in prospecting efforts. • Increased housefile mailings. Many list owners did this to help make up for the dropping counts on outside files. The result has been fewer “new-to-file” names on their lists, and a corresponding increase in reactivated housefile names. This, in turn, has had