Inviolable List Principles
10 list-selection strategies from direct marketing pros.
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Denny Hatch
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Here’s why: There are some list managers and owners who don’t run a 5,000-test panel for every order of that type that comes in. They take their subscriber file of 200,000 and, once a quarter, they’ll knock out 5,000 names to be used to fulfill tests. So everyone who orders tests in that three-month period gets sent the same 5,000-name list!
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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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