Outside List Optimization: Does it Pay?

I hope this provides a good understanding and explanation of outside list optimization. It is a good marketing technique to employ in certain cases, providing the economics work.

Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. He is also on the faculty at Indiana University, where he teaches direct marketing at the MBA level. He can be reached at (317) 844-8228 or by e-mail at slett@lettdirect.com