A well cared for customer list can easily be worth more than the underlying business.
A few years ago; A beloved 150 year old Canadian retailer hit the wall and all assets were liquidated. ... While many of the assets were sold for pennies on the dollar; ... Their mailing list realized 103% of appraised value.
$10 per name is a FTA figure. .... Wouldn't a list of established buyers of Caterpillars or Feadships be worth substantially more than $10 per name?
The value of our mailing list is frequently determined by how it has been nurtured and utilized and how responsive it is.
Want to know how to massage your mailing list? Study what Nordstrom, Columbia House and Readers Digest send you.
At the other end of the per unit spectrum is Whole Foods Market, Inc. (Twitter @Wholefoods) with 144,185 on their Twitter list and schmoozes their customers with 140 word text ads. Who knows what that list is worth. ... Even $10 is a handsome pay day but they would be foolish to sell it when this specialized list can be rented out over and over again.
Thanks for the idea for a blog post, Kurt.
Teddy Towncrier CPP Towncrier-Media.com Supercharging Your Visions.
Private Reply to Teddy Towncrier (new win)