Inviolable List Principles

8. Beware of owners who frequently load tests with hotline names or multibuyers.

A list becomes very profitable when a mailer tests it successfully and comes back for a rollout. It’s also true that the most recent names — or hotline buyers — will respond best, as will multibuyers. If you ask for an nth name selection for a test, it’s assumed the nth name across the entire list will be delivered, right? Don’t count on it.