Selecting a List, Testing It Twice …

Success in direct-mail acquisition requires a great offer and terrific creative, plus choosing the right lists to mail to. In my experience, we often fall apart when choosing lists to mail. We look for bargains, mail the same lists over and over, or choose only lists that look very similar to our own donor files. I recently asked my good friend, Donna Packer of Packer List Inc., if there is a better way to approach list rental. Here are her top three tips.