Strategy: Find the Right Lists
How to best focus your list rental efforts
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The specific lists you mail and the quantities of every list included in your plan are important considerations. I will talk about the different types of lists available and what you can do to improve your results.
All mailing lists can be classified into three different types:
1. Direct response lists. This type of list of proven mail order buyers includes people who have made an actual purchase by mail, phone or online. For example, your catalog housefile (buyers only; not the inquirers or non-buyers) is a perfect example of a direct response list. Cooperative databases such as Abacus, NextAction, Z-24, I-Behavior, Prefer Network and Wiland Direct all are direct response catalog buyer lists.
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