A cooperative database can also be used to reactivate inactive customers on your list. For instance, a catalog marketer had a house file of customers going back 20 years. With the high cost of printing and mailing their catalog, sending the new catalog to the entire list would have cost a small fortune and was unlikely to be profitable.

By running their house file against LexBase, the catalog company was able to identify which of their customers had responded to offers from the marketers in the database within the last 18 months. By mailing only to those “active mail order customers” on their own list, they were able to reactivate many inactive accounts without the expense of sending catalogs to the entire house file.