How to Prospect More Effectively (1,575 words)

Look beyond standard performance indicators. In addition to evaluating response rates, average orders and revenue per catalog, also consider performance indexes. By doing this, you'll know if a list over- or under-performs relative to the performance of all lists used. This will help you plan and evaluate the lists you want to use. The chart, "Example of a Weekly Performance Index," shows an example of how performance indexes may appear on your weekly report.