How important is the list in a calling program?
• As with any program that utilizes a direct response media, the list is one of the most important components of the project. A good list that targets specific market segments will improve the results of a project dramatically. A poor list can sink a project quickly. Time spent in researching sources and defining appropriate market segments will definitely enhance results. Getting the proper list will also increase the productivity of the calling program. The savings from the decreased On-Line calling cost will more than offset the cost of a higher quality list.
