Rodale rents and mails in excess of 3m cold names a year to drive up custom for its health and beauty books.
In order to make the mailings more effective and avoid duplication, Entire has built a new database, called the Prospect Datapool, which takes names from Rodale's key data sources and sorts them to ensure mailings are accurately targeted.
Denise Richmond, director of international direct response books at Rodale UK, said: "The initial build and testing throughout summer 2003 has been very successful. Mature results are now available with response data that will enable us to produce models for future selections, and continue to source additional data from the most effective sources, all of which will improve results further."
Earlier this year, Entire created an email marketing campaign for Rodale Publishing UK, which publishes magazines Men's Health and Runner's World.
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