Strategy: Maximizing Outside List Performance

3. Maximize rollouts vs. new tests. Maximize outside list continuations first since these lists are based on prior history, i.e., actual results. Double the usage each time, assuming there’s a large enough universe.

4. Use marginal list optimization. This will improve performance and thus increase the revenue per catalog (RPC) mailed. There are two ways to use list optimization: selection and suppression. Both techniques use 10 percent to 20 percent of a given file.