The most valuable asset of a highly profitable direct marketer is generally its ________.
A) owned mailing lists
B) rented mailing lists
C) employees
D) inventory

Question

Quizplus · Accepted Answer

Owned mailing lists are a direct marketer's most valuable asset because they provide the ability to reach previously identified and engaged customers, who are more likely to make a purchase. Rented mailing lists are generally less valuable because the marketer has no prior relationship or knowledge of the recipients, and there is no history of engagement or response rates. Employees and inventory are important resources, but they are not as directly related to direct marketing success as a quality mailing list.

The Most Valuable Asset of a Highly Profitable Direct Marketer