Inviolable List Principles
10 list-selection strategies from direct marketing pros.
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Denny Hatch
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List owners frequently load tests with hotline or multibuyers. The result is a falsely high response on the test, which brings you running back for more names — only to suffer death and destruction on the rollout.
What can you do? Forecast lower results on your rollout than your test. Some direct marketers say never step up more than five times (e.g., if you test 5,000 names, don’t go back for more than 25,000). I disagree. Know your lists, know your broker, know your list owner and be guided by your experience.
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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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