Outside List Optimization

Catalogers typically will suppress 10 percent to 15 percent of a prospect list. This slight reduction in the number of names mailed generally provides enough lift in response to justify the mailing costs for that particular prospect list.

Five Common Uses

1. The most common use of list suppression is optimizing the rental singles that come out of a merge. This is where optimization can pay. The worst-scoring segments of the rental singles frequently perform at less than half the response rate of the average rental name.