Strategy: Prospecting to Selected ‘Pockets’

Adding this step will increase results while minimizing the risk of mailing to noncatalog buyers. If you optimize 100,000 names, you should find at least 25,000 prospects worth mailing. Optimizing subscriber or compiled lists only can be cost-justified if you can arrange a “net-net” deal in which you pay only for the names you mail. Here is a brief description of subscriber and compiled lists: With subscriber names, if you’re advertising in a magazine, try to negotiate a deal with the magazine’s advertising department to get the names for free or only pay for names selected for optimization.