Print-Plus: All Hands on Deck
Buyer counts are down, but there are plenty of ways to improve list performance
Outside List Performance
Maximize outside list performance by increasing the response rate, average order size or both. I prefer to focus on improving the response rate because it yields more new buyers, thereby growing your 12-month buyer file faster.
Don't be concerned about trying to increase the average order size to prospects, because it can come at the expense of response. When prospecting, the goal should be to add as many new buyers to the housefile as possible by maximizing response.
Related Content
Comments
