Print-Plus: Climbing Out of the Foxhole

Outside List Performance
Maximize outside list performance by increasing response rate, average order size or both. Response rate yields more new buyers, I find, so it grows your 12-month buyer file faster.

Select outside lists based on recency of last purchase. Maximize rollouts before testing new lists and double the usage each time, assuming there are enough names in the list universe. After maximizing list continuations, fill in with the lists you want to test. Looking for buyers who’ve purchased multiple times recently is another good way to improve response rates. Use marginal list optimization to improve performance.