What You Should Know About Using Lists
The exception is if you’re testing out of category. In this case, the percentage lost in the merge will most likely be low. With out-of-category lists, what you net out of the merge isn’t a significant indicator of the potential performance of the list.
When retesting a given list, gradually increase the number of names you take as you roll out. Resist the temptation to more than double the number of names you rent each time. And be sure you read the results of the retest before you test it again. The results may not hold up, so it’s important to test as you go.
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.
Use zip models. Zip models can be used to improve perform-ance. A good use for zip models is when selecting lower-performing segments of a file (deeper selections) or when using a large file that performs marginally.
Continually re-evaluate selects on list continuations. If you have mailings that typically are lower-performers, consider mailing a tighter select from your list continuations rather than taking fewer names from the same select.
For example, if you normally select a $50+ three-month buyer, try using a $75+ two-month buyer select. This often will counteract the lower performance of the mailing.