Outside List Optimization

For example, if you run a golf catalog, you might request 100,000 active subscriber names to optimize. For this universe, you can select the “best” 20,000 (i.e., 20 percent of the gross input) to mail.

Suppression

This method is used post-merge to identify and suppress rental singles. After the merge, you can optimize rental singles and suppress the worst-scoring 10 percent to 20 percent. This method should yield a 5- percent to 15-percent (or greater) lift. It’s a good idea to mail a 5,000 to 10,000 back-test cell to monitor the suppression results in order to measure the exact lift you achieve.