Five Ways to Make List Selects Work Harder for You

Keep It Fresh

To be sure, discovering fresh prospect names to mail won’t get easier. You must find ways to re-work the same files to discern new segments to mail. Wolferman’s catalog, for example, has tested lists that ended up not performing at the company’s standards, says Brady. But instead of dropping the lists the following year and being stuck with fewer lists in its mail plan, Wolferman’s modified its selects. “Simple modification improved the performance of the lists,” says Brady.