List Primer, Part II: Past Behavior Predicts Future Performance

Choosing mailing lists for your direct marketing efforts may seem pretty straightforward. But in actuality, it can become rather complex. This week, I’ll serve up my thoughts on how to choose the proper mailing lists for your effort.

It’s important to note up front that if you haven’t rented lists before, you should choose a good list broker. In next week’s blog, I’ll address what to look for when choosing the right broker. For now, however, let’s concentrate a bit more on the basics.