Outside List Optimization: Does it Pay?

The second purple highlighted column assumes renting outside lists on a “net name” basis. This means only having to pay the list owner for the names actually mailed vs. the names rented, i.e., gross names ordered vs. net names mailed. With this scenario, only an 11-percent lift in response is needed—much more realistic. What is not realistic, however, is the expectation that list owners will rent on a “net name” basis. This is most unlikely, especially considering these, for the most part, are marginal lists for our offer and the quantity of names ordered would not warrant a net deal.