What You Should Know About Using Lists
Circulation Planning: Part 2.
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Expand Your Market, Maximize Continuing Performance
Look at how well each continuation list does over time. It’s not enough to look at performance for each drop. Rather, it’s more important to look at the perform-ance of a list during a longer period of time.
For example, how many times can you mail each list per year or per season? Can you mail more? If so, when? Or are you over-mailing the list? The danger of over-mailing is that performance can decline to where it looks like you can no longer use the list. Yet it may be that the list just needs to be mailed less frequently.
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- Lett Direct Inc.
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