The Complete Direct Mail List Handbook: Everything You Need to Know about Lists and How to Use Them for Greater Profit

Ed Burnett does a great job in giving a very practical education on list usage. He illustrates many fundamentals but also shows some tricks used by the old masters at Sears catalog, Lands End and other premier catalogers. An example of this is how to use the last digit of the zip code in order to create a random sample that does not introduce bias into your mailing. This is a short cut that can be very useful when your mail plans have changed and you need to reduce your mail quantity at the last minute, without biasing the distribution. This is a great reference book to have on your book shelf and can be applied to online lists and newsletters as effectively as it ever has been in traditional snail mail.