How to Prospect More Effectively

Caution: Factor down your projected results when you roll out as compared with both the test and retest. Most likely the results, once again, won’t hold true, and you could over-estimate order and revenue demand.

Maximize Performance of List Continuations

Study how well each list continuation performs during a period of time. It’s not enough to look at list performance for each drop. Rather, look at the performance during a time period. How many times, for example, can you mail each list per year or per season? Can you mail the list more often, or are you over-mailing it now? The danger of over-mailing is that the performance can fall to the point where it looks as if you can’t use the list at all, when that may not be the case.