Strategy: A Primer in the Basics of Catalog Circulation

Testing “new” lists and expanding the prospecting universe are critical to any circulation plan. Here are several things to look for when testing a new list:

How actively is the mailer prospecting? When you test a list for the first time, determine the list owner’s six-month file size as a percentage of its 12-month file size. If its six-month file size is greater than half of its total 12-month buyer file, the list owner is prospecting and adding new names to its own housefile.