Reducing fulfillment costs becomes the driving force in many companies. Unfortunately, this creates a dichotomy. On one side, costs are reduced, increasing short-term profitability. The other side is a reduction of service that alienates customers. It reduces growth and long-term profitability. The challenge is to find a balance between service and expense.
Prospecting results are traditionally reviewed based on the total performance of sales per book for each list, and subsequent mailing decisions are based on these results. In actuality, you should conduct further analysis to determine the true strength of each particular list and whether it makes sense to rent that list going forward.