The Answer to List Fatigue: Test, Test and Test Again

Don’t get complacent and mail only the same tried-and-true lists over and over again, advises Bonnie Granger, president of Mary Elizabeth Granger & Associates, a list brokerage firm based in Baltimore. “Every donor acquisition campaign should include a number of new lists to test,” she says. “That number depends upon the size of your mailing and the availability of new files that match your donor profile.”