Compiled lists typically don’t perform as well as single source lists. A compiled list is a list comprised of mutiple lists or segments of lists. The reason they typically don’t perform as well is beccause you are sending a single message to essentially different audiences who may not share an affinity with each other. Therefore the message is either diluted in order to relate to mutiple audiences, in which case it is less relevant to any one audience, or it is focused on one audience at the expense of being relevant to the other audiences you’re mailing to. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at

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