E-mail List Testing: Tactics to Try

• Quality of data. Modeling often is used as a catch-all to improve a low-quality file. But modeling e-mail lists may not improve the response rates enough to meet your customer-acquisition cost goals. After all, modeling e-mail is still a new concept.

• Modeling sophistication. Most modelers use techniques borrowed wholesale from direct mail. While applying direct marketing principles to e-mail makes sense, e-mail ultimately is a different medium that has its own set of rules.