Five Ways to Make List Selects Work Harder for You

2 Balance the selection process. Chris Montana, senior vice president at Mokrynskidirect, a Hackensack, N.J.-based list firm, cautions against over- or under-segmenting a list. “Today, more than ever, a list has only one chance, maybe two, to make a good impression on a mailer,” Montana says. “Testing or retesting a list or segment is crucial, as is finding the right select.”