What You Should Know About List Rental Data Cards(1,657 words)

Take-away tip: Test outside lists that are adding new names to the file on an ongoing basis.

What's available to select? The selects that impact performance the most (assuming the list you're using is viable to begin with) are recency, dollar and gender. (Recency is the most important consideration.) As mentioned previously, it's unnecessary to request selects you don't really need. Selects will increase your cost per thousand names rented.