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

Recency is another key factor in list selection — perhaps one of the most important considerations. Undoubtedly you know from your own mailings by RFM (recency, frequency and monetary value) that recency is by far the most important criteria. Test the zero-to-12-month buyers first. You'll pay a premium using zero-to-three-month or even zero-to-six-month selects, which might not be necessary. You always can tighten the select if needed.