Identifying Lists That Work: The Basics

* Lists to drop — lists that could not improve in performance no matter what tweaks are made.
* Lists to test — new lists that are based on intelligence gathered from the mailing.
* Lists to re-test — these lists aren’t successful enough to continue with but might warrant another try if the broker can improve the recency or dollar amount without adding additional costs.
* Lists to re-use — sometimes the list owner allows a re-use of the same list again if that pocket of names worked particularly well. Re-uses also allow a discount by the owner/manager.
* Lists to continue — these lists work well and will be continued. These are also known as continuations.