Focus On: Lists: I Don't Want to Hear It!
So is it worth flagging and tracking chronic non-responders on your mailings? The best advice is to consult your list broker/manager, advertising consultant or service bureau to determine if flagging your CNRs will be to your benefit. Some service bureaus offer free tests along with results analysis, which makes it easy to determine if it’s right for your future direct mail campaigns.
Bob Blackstone is a national account representative, western region, for Triplex, a Donnelley Marketing company, in Novato, Calif. E-mail him at email@example.com.