Outside List Optimization: Does it Pay?

The first purple highlighted column details the results needed to achieve breakeven, if paying the full rate card for the names. As you can see, the response rate now needed is 2.95 percent with an average order size of $60 or $1.77 per book. If renting names, which in turn need to be optimized, a 62-percent increase in results is needed to pay for this expense. This compares with the 10-percent to 15-percent lift expected. Obviously, this scenario does not pay.