E-mail List Testing: Tactics to Try

Following are a few caveats about true direct response, opt-in e-mail files:

• Pricing still is high. Many list owners say the scarcity of direct response, opt-in e-mail files justifies a high CPM of $200 or more.

• Quantities are much less. Many of the large, compiled, opt-in e-mail files are in the millions, while opt-in files from publishers tend to be in the hundreds of thousands at the most.