Five Ways to Make List Selects Work Harder for You

1. Set up good controls for your list testing, advises Donna Belardi, president of ALC of New York, a list brokerage and management firm. “Even mature catalogs make mistakes. Don’t just jump on the first numbers you see that seem statistically valid. Be aware of trends, like seasonality, that could be skewing your numbers. Focus on response, not average order, as you expand and grow your file,” Belardi says, noting this is key in the beginning as you establish your business.