When Should You Prospect

I recommend testing new lists during your best season. If the holiday season, for example, represents 100 percent of your results, test during that time. 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 it. If response rates and the RPC mailed are maximized in October, test new lists in October. This is a true test and will yield results you can read and roll out with confidence.