Outside List Optimization: Does it Pay?

How it Works

Here is what occurs. As an example, let’s optimize 10 lists of 10,000 names each for a grand total of 100,000 outside names. Optimizing will identify all of the single purchasers (one-time-only buyers) who will be put into a separate group. Within this group, a mailer may elect to mail them all under separate key codes or may choose to eliminate the bottom 10 percent altogether in order to lift response. Regardless, the cost for optimizing these names must be cost-justified, or it is not worth the added expense.