Jaywing claims its analytics expertise enables it to sift a list or lists to select consumers who are more likely to be receptive to an offer, rather than going on crude selections such as age, gender or postcode.
The benefit to direct mailers is that they can discard useless names from lists they would have previously rejected as poor value or as a poor fit overall.
Martin Boddy, Jaywing's managing partner, said: "List owners will see their lists being used responsibly and therefore their customers treated with respect. In addition, owners will enjoy additional revenue streams from users who would not have considered buying their list in the past."
The development of Smartlists follows Jaywing's acquisition in April of list agencies MMS and ISIS Direct. It has rebranded them as Jaywing.
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