Focus On: Lists: Get Serious About Your ROI

When looking at what selects to test, Maylander considers the type of select as well as the variety and size of the overall list.

“We always try to utilize what we have learned from our client’s mail history to target a proven select,” Maylander says. “But we also make decisions on determining the selections based on what type of list it is. For instance, if we are testing a large list (more than 100,000 names), we would want to utilize a customized model or geographic model to help us target the most similar customers to our donors.