How to Prospect More Effectively

Modeled names normally perform at or slightly better than your best outside prospect lists. Again, the performance will tend to decline after the first few highly indexed segments. The top segments are the real winners, while additional outside lists will be needed for continued growth.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in marketing, circulation planning, forecasting and analysis. He can be reached at (302) 541-0608 or by e-mail at slett@lettdirect.com.