Many of the inquiries I receive for consulting help are from organizations looking to use third-party lists rather than their own house lists. Successfully marketing to third-party lists is more challenging than marketing to your house list for a number of reasons. Here are a few tips to help. First, why is it more challenging? It's primarily because you have the extra variable of an unknown list. The quality of the list is the primary factor in the success or failure of a campaign....
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