Pam Mulligan

Introduction At a not-so-long-ago List Vision event held by the Direct Marketing Association (DMA), I remember hearing either Don Mokrynski or Mal McCluskey state that the number of datacards had practically tripled in recent years. The result: An overwhelming job for brokers trying to make sense of the prospecting opportunities for clients. While I understand the difficulty such datacard proliferation presents to brokers and mailers, it also represents a step forward in the list industry recognizing a need for more segmented and digestible list files. And that diversity is showing up all over the list business. This special report details the immense work

Edited By Hallie Mummert Tim Barlow, vice president, list services group, Venture Direct Worldwide The most successful list owners recognize that their file(s) are very important performing assets. These assets deliver sustained revenue as well as demographic and psychographic data streams that represent a great return on their customer acquisition investments. In evaluating and clearing list rental requests, list owners need to consider the following:

By Hallie Mummert The challenge of finding quality lists to rent has changed quite a bit in the last year or two. Some marketers have seen their best-performing prospecting lists cool off, while lists that were marginal at best are now hot. And with fewer new files coming on to the market, says Pam Mulligan, vice president, list management, at MKTG Services, a full-service list firm in Newtown Square, Pa., marketers are forced to dig deeper into the names already available for rent to unearth warmer prospects. Marketers want more than just a list these days, said Diane Tancredi, when she spoke in

Experts encourage marketers to broaden their list horizons. The constant in the direct marketing world is the need to hunt for viable sources of prospecting names. In the early days of this industry, the variety of lists now on the market didn’t exist; list professionals and their clients would have to talk companies—sometimes competitors—into renting or exchanging names. As the number of lists on the market grew, it became a great deal easier for marketers to find quality lists for their offers. Now, average response rates suggest that marketers have tapped out every possible list source. According to a number of

By Alicia Orr Suman If you want to reach a general contractor, chances are you won't find him in his office. In all likelihood, he's working out of his truck. That's the busy nature of the business—especially right now; home construction is at its highest level in 17 years, according to an article titled "Building the Perfect Career" in The Philadelphia Inquirer in October. The recent home-building and home-remodeling boom means general contractors are making money. It also means they're spending a good deal—on items from tools and equipment, lumber, and other supplies to office products and computers. To sell to this market,

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