What is the best strategy for maximizing the potential of successful lists?
Many inexperienced direct marketers make the mistake of using a minimum sample of 5,000 names from the same list, over and over again, regardless of the response it produces. They fail to maximize the enormous opportunity of a list that tests well — to exploit its full potential as quickly as possible. This is the strategy of the rollout or continuation. For example, following a successful test of 5,000 names from a 50,000-name list, the savvy marketer then tests an additional 10,000 or 15,000 names. If that effort is successful, he/she then uses the remainder of the list. If list testing and response analysis are rigorous, an aggressive rollout effort can be executed with relatively little risk. It’s a good idea to limit the continuation to no more than two or three times the original test quantity, but this multiple may be increased if, and as, subsequent efforts achieve their goals. In this context, the size or universe of a list becomes an important selection consideration. It’s b
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