Strategy: Sharpen Your Circulation Skills

Be sure you’re driving the bus when it comes to outside list usage and testing. Certainly obtain co-workers’ input, but base your list-testing decisions on historical results and your list broker’s recommendations. Assume full responsibility for outside prospect lists you’re testing, and mail with confidence. Rule of thumb: For every 10 lists you’re testing for the first time, at least two will result in a continuation re-test.