List Research from the Trenches

PLAN THE MAILING
Write a list plan with your broker. From your last campaign data, rank lists top to bottom by the net revenue per donor and calculate the names that you have available that qualify within an acceptable range of investment. Do you have enough tested, quality names to mail 80,000 pieces? Are you comfortable testing 20 percent? If so, then you have four tests of 5,000 names to select for this mailing.