Strategy: Prospecting to Selected ‘Pockets’

7. Roll out proven segments/lists. Test new lists as well. Out of 10 “new” test lists, two or three lists will be worthy of continuation. It’s really a matter of when to test, not necessarily what to test. Test new lists during your best, busiest season.

If holiday, for example, represents 100 percent of your sales, test during holiday. If you test new lists during the off-season, chances are you’ll never roll out a single list because the results won’t justify doing so. If response rates and the revenue per catalog mailed are maximized in October, then test new lists in October. This becomes a true test and will yield results you can read and then roll out with confidence.