Is the list owner himself renting the names on the list?
If so, Avrick says, odds are that the list will work for you.
Are the prospects truly in your market?
A city dweller or a Los Angeleno—even one who recently shelled out $500 for a mail-order product—is unlikely to buy a snow blower.
If you are selling a men’s product and using a list that is 50% female—even if you select only male names from it— your results are likely to disappoint you.
How did the list’s individuals pay for their orders?
If you are asking for payment by check, renting names of persons who paid by credit card will depress response.
Respect the calendar.
If you are making a Christmas offer, persons who responded to a Christmas mailing— even a year ago—will do better for you than individuals on a 30-day hotline.
Is the list composed of people who reacted to sweepstakes or free-gift offers?
Then a non-sweepstakes, no-gift offer is unlikely to work.
Check the dollar value of the buyers on the list.
It’s unlikely that a $2 buyer will take you up on a $200 offer.
Consider the payment method.
The list individuals may have placed $50 orders. But if they paid in four installments, they probably will not accept a $49.95 payment-with-order offer.
A $50 purchase by itself is not as important as whether it was for a necessity or a luxury or other discretionary buy.
How long have the list persons lived at the same address?
Recent movers generally buy more eagerly than long-established residents.
How active is your list?
The more often the list rents, the likelier it is to produce profitable sales. Yet list fatigue from overuse can defuse response.
How recent were the purchases by list names?
“The importance of recency cannot be stressed enough,” Avrick advises.
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