Print-Plus: All Hands on Deck
Buyer counts are down, but there are plenty of ways to improve list performance
There are two ways to use list optimization: selection (used for premerge lists) and suppression (used postmerge to identify and suppress rental singles, i.e., one-time buyers). Both techniques use 10 percent to 20 percent of a given file.
Most catalogers choose their list selections based on what worked well last season and what's currently working. This isn't a "true" science because there are many factors that need to be considered when evaluating list performance. Just be certain you do the proper list analysis and use every technique possible to improve your list performance.
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