Strategy: Maximizing Outside List Performance

5. Know who to prospect to. Product affinity is the most important factor when determining which specific lists to use. Select lists that are synergistic with your offer. Be careful using subscriber files and/or compiled lists, unless you’re selling B-to-B. For consumer mailers, subscriber files and compiled lists need to be optimized prior to mailing. You’ll get your best results from proven mail order buyer lists whose product offering is compatible with yours.