Sidebar: Frequently Asked Questions About Lists

Q: The list didn’t work — it has to be the list.
A: Not necessarily. Many factors can contribute to a poor mailing: timing, environmental conditions or the mail piece itself. For example, what if your mailing dropped in the New Orleans ZIP codes during Hurricane Katrina? The important thing to remember is to work with your list broker to try to fix the list with better segmentation or price negotiation.