Strategy: Find the Right Lists

4. Outside list optimization. If you’re a consumer mailer and are using subscriber and/or compiled lists, optimize the lists before you mail them. List optimization identifies mail order catalog buyers on the subscriber and/or compiled file and selects the best prospect names. This step will improve results while minimizing the risk of mailing to compiled names. If you optimize 100,000 names, for example, you should find at least 25,000 prospects worth mailing. Optimizing subscriber or compiled lists only can be cost-justified if you can arrange a “net” deal whereby you only pay for the names you mail.