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When I am testing data, is it better to send a larger quantity to one or two lists, or smaller quantities to 3 or more lists?

When you’re prospecting with lists, there really is no “silver bullet” strategy that applies to all, however I have always been an advocate of testing smaller amounts to multiple lists. This allows you to measure results accordingly in order to:

  • Apply additional resources/budget towards the better performing lists
  • Refrain from mailing to lists that simply do not perform
  • Introduce new test lists on future runs

The goal is to test, test, test – test until you find something that performs as well, if not better, than your current “champion list” so that eventually, you have a system that continuously produces positive results. Don’t expect a grand slam at your first at bat with lists – it will take some time before you are producing consistent results.

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