Five Ways to Make List Selects Work Harder for You

Over-selecting a list may ensure good upfront results, but that will cause problems down the road for future continuations and rollouts. With so many selects, list cost may be prohibitively high, and/or the list universe may become too small.

Lack of segmentation, on the other hand, may give the mailer too broad of a sampling of the list owner’s customers, negatively impacting performance, Montana explains.