List Primer, Part II: Past Behavior Predicts Future Performance
The company needed to find prospects who clearly demonstrated a past behavior for buying men’s clothing through the mail — not just men’s clothing, but high-end men’s clothing.
So the catalog’s executives suggested testing lists like Tourneau, a high-end watch marketer and Barneys New York, high-end men’s clothing retailer with a mostly retail buyer list.
I said both lists would bomb! They wondered why. The lists fit the demographic, they figured. I pointed them to the checklist above and said, the most likely suspects for their marketing efforts had demonstrated the behavior of buying high-end men’s clothing through the mail. I recommended that they use the hierarchy as a guide, and once they exhausted all lists in the top category, that they look to the lower category as a next step and then proceed very carefully, outside their main category.
Nevertheless, they told me to test the lists anyway. Can anybody guess what happened when we mailed Barneys and Tourneau? I know, not a fair question. Always remember this when selecting lists. As I stated in the title of this week’s blog; past behavior predicts future performance.
Speak to you next week.