Focus On: Lists: Get Serious About Your ROI

Tap new test ideas
When it comes time to expand beyond your core lists, where should you look for ideas? To the experts, says Wilson, regarding NSALA’s mail strategy.

“We work very closely with our list brokers and consultants to continue to test new markets,” she says. “We have tested catalog and subscription lists that come from organizations that are related to our mission (i.e., dog and cat product catalogs). Some have worked very well for us.”