Evaluating List Recommendations
5. Recency, Frequency Update: How often is the list updated, and what does update mean to this list owner? Decay can affect the composition of a list greatly.
6. Seasonality: Ask for details on the list owner's promotional schedule. This information is key to getting the freshest hotline names as they become available, since you'll know when the marketer prospects during the year.
7. Samples: This may be the most crucial factor—especially for a new list or when the list owner sells multiple products. By reviewing the most recent mail piece used to build the list, you can get a feel for the techniques that appeal to this audience. Also, you can look for affinities between your promotional efforts and the list owner's.
Another area to zero in on is the product mix. If you notice a rotation in the products offered, that signals a change in the list's composition.
9. House Usage: Lists that have performed well for one of your products are natural test ideas for the rest of the line. Keep detailed results on which lists your company has tested, for which products and with what kind of results.
10. Outside Usage on House Lists: Another clue to possible list affinity is the list owner having rented one of your own house lists. It's not enough on which to base a test decision, but it's a start.
11. Outside Usage: While data cards sometimes offer names of other marketers who have tested a list, the crucial information is knowing who continued to rollout. Your broker might be able to provide this insight, but Kurtz recommends doing this research yourself. To ease concerns, simply ask these companies to rate the list on a scale of one to 10.
12. Comments/Notes: Boardroom insists brokers write something here, so product managers can find out what made them recommend the list in the first place.