Wanted: Fresh Names

Even if you don’t have a niche catalog like Devine’s or you don’t feel your current list roster is going to dry up anytime soon, there’s no excuse not to continually test. As Dick Benson always said, there’s no magic number of lists or combination of media you should test. Testing is the only way to find new customers and list opportunities. If you aren’t making breakthroughs or mistakes, you just aren’t testing enough.