Outside List Optimization: Does it Pay?

Let’s take a compiled list such as Polk’s. Optimization might work with a list such as this due to the fact that much less is paid per thousand names rented. What’s more, these are not proven mail order buyers, and therefore there is very little chance for success mailing them on their own. By modeling or optimizing these names, we can identify the mail order catalog buyers within the universe of names available to us, which will result in a lift. We need to work through the economics of this, but the application seems to make sense.