How to Prospect More Effectively (1,575 words)

Questions to Answer When Testing a New List

How actively is the list owner prospecting? If the mailer's zero-to-six-month file size is more than 50 percent of its 12-month housefile, the list owner is actively prospecting itself and bringing new buyers onto the file. This should be a top consideration when looking at new lists to tests, because it means they're keeping their file fresh and full of active catalog buyers. (This also applies to list continuations.)