Strategy: The Best Print Circ Strategy for 2009

4. Narrow prospect list selects. Tighten the select on prospects — i.e., average order size, recency of last purchase and so forth. Add a multibuyer select, or tighten the recency select so you mail to the more recent buyers, for example. The tighter the select, the better the list should perform. This will increase your list costs but should improve results while taking some of the risk out of mailing to outside prospects.