Most direct marketers just use a single model to select responsive names from prospect lists; they mail all unmatched and unscored names in the absence of good net name arrangements, thus reducing overall return on rented names. This session demonstrates how to control list rental expense and increase ROI by scoring each name with the most appropriate response model: household, ZIP Code or block group.

The following items will be discussed throughout this session:
1) Can you cut costs by renting only the best names from a vertical list?
2) Why net name arrangements can sink a campaign
3) Six reasons why rental lists should be segmented
4) How many segments do you need?
5) Four important ways to market to list segments
6) Why predicting individual response is not enough
7) Can you score unmatched names? Or those with missing data?
8) Are ZIP Code models better than block group models?
9) What to do when a rented list scores poorly
10) What results to expect from an efficient prospecting system

The Top 5 Benefits of Attending:

1.) How to cut list rental costs with prospect models
2.) When to use household, block group and ZIP Code models
3.) What results to expect from a prospecting name selection system