Strategy: Find the Right Lists
How to best focus your list rental efforts
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So, maximize prospecting results during the holiday season. For example, assume a particular prospect list generates a response rate of 1.88 percent and $1.17 per catalog mailed (your revenue per catalog, or RPC) during the holiday season. Also, assume your incremental break-even point is $1 per book. The response rate for this same list mailed during the summer will be approximately 1.13 percent with an expected RPC of $.70 per book, which is way below your incremental break-even point. So you can prospect to this list above the incremental break-even point during the holiday season. But if you use this same list in summer, expect an incremental loss.
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