Inviolable List Principles

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.