E-mail List Testing: Tactics to Try

While most of the files are comprised of publication subscribers, not catalog buyers, the quality of the data is an improvement over the multi-million-name compiled files of old. Also, there are great opportunities for dual e-mail/direct mail campaigns. Let’s see how this might affect Company A.

The catalog’s executives decide to give opt-in e-mail another try. They look at their direct mail history and discover one of their top publishing continuation lists has an e-mail file available. They test it by taking 10,000 names at a $150 CPM with a selection of Three Month Paid Direct to Publisher.