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List rental is very profitable for owners of well maintained, recent, targeted databases. It requires no additional expenditure on your part, as the database must be continually updated for your in-house purposes anyway. Apart from preparation time, there are no special costs incurred when you rent your list, and the revenue generated represents additional net income. As long as the offers you accept are compatible with the interest area of the individuals on your list, you will be enhancing the value and responsiveness of your list. This is because you will be conditioning individuals on your database to respond with more confidence to your own offers in the future.