10 Proven Ways to Increase Your Outside List Performance

4. Look beyond standard performance indicators such as response rate, average order and RPC. Consider performance indexes. These tell you which lists over- or underperform relative to all lists used. This will help you plan and evaluate lists you want to use. The chart on pg. 32 shows how performance indexes might appear on your weekly report. Note the three columns to the far right of the chart — Resp. Index, Avg. Order Index and RPC Index — these show the average performance of these lists compared with all the lists mailed.