Wanted: Fresh Names

Once you’ve investigated your current list winners, it’s worth the money to take a closer look at lists you might have tested, or tested without optimizing, to see if anything can be done to find more responsive names, he adds.

However, if you can’t get lists in your core market to perform with any consistency, says Kupfer, you can’t even think about moving on to more marginal lists—such as publishing files or business-to-business files—for business growth.