What You Should Know About Using Lists
Circulation Planning: Part 2.
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How well is the list maintained? Be sure the files you use are updated and regularly run through the proper list hygiene. Run NCOA (National Change of Address) on every prospect list going into your merge. This gives you an idea of how well the list owners maintain their files.
What list selections are available? Often, the list selections shown on a data card don’t include all of the selects available. For example, you may be able to select or omit based on product category information, demographics or seasonal purchase. While select charges add to your costs, the lift in response you may get can justify the expense.
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