What You Should Know About a Merge-Purge

Whether you decide to prioritize certain outside lists or keep them random, stick to the same routine for understanding a list’s performance in time. In other words, be consistent in your approach. Following are two guidelines for dealing with family groups when prospecting:

- Look at high intra-file duplicates as an indication of how well (or not well) the mailer maintains its file and how accurately the mailer processes list orders. If there’s a consistent problem, proceed with caution.