Yogi Berra once said that you can’t think and hit at the same time. The same might be said of list marketing.
Like any other intellectual process, selection of mailing lists comes from the gut, and one does not stop to think about marketing principles at the same time one reads a data card. (Some data cards are so badly written that one does not have to think about marketing principles at all, but why beg the obvious?)
Nonetheless, list selection as a process comes up in many conversations I have with colleagues, and it’s worth dealing with some of the more challenging topics.
- List continuation orders as a marketing tool
Making a list work is a victory
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