How to Prospect More Effectively

• Who else is using the list? This will give insight into how a particular list works for other mailers in your category (be sure your broker can tell you who is continuing on the file). You also can request usage on your continuations to develop your own new test ideas.

• How did the file net out in the merge? If you’re mailing a test list in your product category, you can expect to net out of the merge at a similar rate as the list continuations you’re using. If the retention rate is significantly higher, the list probably doesn’t have a synergistic base to your continuations. Therefore, it’s less likely to perform well. The exception is if you’re testing out-of-category. What you net out of the merge is not as much an indication of list performance.