Strategy: Find the Right Lists
How to best focus your list rental efforts
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Effective Rollout: An Example
Say you tested a list of 10,000 names for the first time and it generated $1.50 per catalog mailed, way above your $1 incremental break-even point. Assume the universe for this list is 100,000. On a remail, how many names should you take the next time? 50,000? 75,000? Or the full universe of 100,000? My rule of thumb is to double the quantity per reuse. For example, if 10,000 did well, retest 20,000 names, then go to 40,000 and so on. Mind you, the rollout will never perform at the same level as the initial test. There’s always some fallout as a result of statistical differences, e.g., sample sizes.
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