Inviolable List Principles
10 list-selection strategies from direct marketing pros.
Don Nicholas,
president of Digital Media Advisors, which helps publishers develop Internet marketing strategies
9. Always order an odd number of test names. Most list rentals require a 5,000 or 10,000 minimum. A lot of people will want more than 5,000 names as their test quantity. Order 5,200 or 5,500, and change the number each time you do it.
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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