Five Ways to Make List Selects Work Harder for You

Get Better Response Rates

As a catalog merchant, you have several strategies you can employ to help make the selections you choose on prospecting lists pull better. Catalog Success asked several list brokers and catalog merchants to share some of the current tactics that are working.

1. Make sure the selects you pull are meaningful. Every selection must be weighed against its cost and potential benefit. Donna Belardi, president of list company ALC of New York, says, “When selecting, mailers need to make sure they’re focused on cost per thousand. Very often even a 10 to 15 percent bump up in response can be offset by excessive select charges.” So while you may get excited about the higher response rate you’re getting, it may not be worth all you’re spending to get there.