Focus On: Lists: Get Serious About Your ROI

In addition, she explains, “We have developed an omit strategy that gets applied to lists that are not considered our top-tier lists. We usually go back three months. We have completed some testing and have found that the response rate of a list will decline by about 10 percent to 20 percent if the list is mailed in two acquisition campaigns in a row. For our best lists, we are willing to absorb this decline because even with the suppressed response rate, those lists still perform better than other marginal lists.”