Get the Most From Outside Lists

9. Exchange lists whenever possible. This reduces your outside list costs and helps lower your

incremental break-even point. By reducing your variable or incremental breakeven, your revenue-per-catalog-mailed goal also will be less. A greater number of names will qualify for mailing as a result.

Caution: Don’t exchange names with firms whose lists are marginal to your offer. List exchanges for the sake of list exchanges aren’t good.