Marketing to Third-Party E-mail Lists, Part 2

Basic strategies to maximize your chances for success using third-party lists in the e-mail marketing world.
Five tried-and-true rules for getting started with third-party lists.

• Hedge your bets by choosing three lists.
• What you send is as important as whom you sent to. Using creative that's a proven performer with your house list will increase your likelihood of success with third-party lists.
• Even if you find that all three lists work, you aren't done testing. It's an ongoing process.
• When you're testing lists, project accordingly.
• Leverage proven creative, if you have it.