How to Prospect More Effectively (1,575 words)

Use ZIP models. ZIP models can be used to improve performance. They work well when you want to select lower-performing segments of a file (deeper selects) or use a larger file that perform marginally.

Continually re-evaluate the selects you're using. If you have lists that typically are lower-performers, consider mailing a tighter select rather than taking less names for the same select. For example, if you normally select a $50+ three-month buyer, try using a $75+ two-month buyer. This often will counteract the lower performance of the mailing.