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.
The large volume of mail processed by the U.S. Postal Service between Thanksgiving and Christmas can provide challenges to both catalogers and mail carriers. In anticipation of the holiday rush, you should allow ample time to employ sophisticated list cleansing strategies so that you can be sure your mailings reach all of your customers and prospects.