Ways to Save on Lists (807 words)
December 1, 1998

by Ed Burnett Strategies to consider for making the most of your list BUDGET in 1999 It's almost the new year, the time of resolutions. And for direct mailers, a smart resolution to make at any time is to pay more attention to the lists we mail, especially for prospecting. Smart list work pays off in two huge ways. First, you save money on the three "P's"—postage, paper and printing—because you're not sending out wasted mailings to the wrong folks. This is particularly important next year as we face another postal rate hike. Second, by paying close attention to list selections, you