Get the Most From Outside Lists

7. Use cooperative databases. Use all of the co-ops. Yes, there will be overlap, but each co-op will identify names worth mailing based on their modeling that another co-op might not find. Suggestion: Let the model do the work to select the variables. The computer model usually knows best.

8. Use marginal list optimization. This will improve performance and increase the revenue per catalog mailed. There are two ways to use list optimization: selection and suppression. Usually both techniques use 10 percent to 20 percent of a given file.