10 Ways to Optimize List Performance

9. Show customers you care about their opinions. Use surveys in all your channels (direct mail/catalog, retail, e-mail) to gauge customer satisfaction. If you get responses from inactive customers, tailor an event or promotion to them to make them active customers again.

10. Keep your database clean. Take steps to ensure the quality of your data by including merge/purge and deduplication of your lists and updating addresses through the National Change of Address registry, the report says.