Special Report Lists

Those names are, in essence, being ignored as potential buyers, he continues. "But, of those names that didn't code, I can assume the others, the omits, are 85- to 90-percent female, as well. Then those are a pretty good bet to mail, too. You can't tell that those are female, because they didn't code, so you're perhaps missing 10 percent on those lists of good-quality names every time you mail each and every one of those catalog buyer lists."