Strategy: Maximizing Outside List Performance

◊ Selection: Used for pre-merge lists, it enables you to use a compiled list or subscriber file to capture affinity; then, use optimization to select the top 10 percent to 20 percent of the known catalog buyers.

◊ Suppression: Used in post-merge to identify and suppress rental singles (one-time buyers). After the merge, you can optimize the rental singles and suppress the worst scoring 10 percent to 20 percent. This method should yield a 5 percent to 15 percent lift. Takeaway tip: It’s always good to mail a 5,000- to 10,000-back-test cell to monitor the suppression results in order to measure the exact lift achieved.