Outside List Optimization: Does it Pay?

Outside lists, which perform at or above the incremental break-even point, are normally not optimized. Optimizing these proven lists would only increase the breakeven point, and for little or no reason, since they are already performing at acceptable levels. That’s why most catalogers optimize the lists that are slightly below the break-even point, i.e., their “marginal” lists. It is also common to optimize compiled lists, such as those from Polk. Optimization identifies the catalog buyers who are on these compiled files and ranks them best to worst in terms of which groups are most likely to purchase.