Tip#10: "Suspects" Are Not "Prospects"

Prospects are consumers who are able, ready, and willing to buy; suspects are merely eligible to do so.  Direct marketing should focus on targeted prospects, which keeps costs down and ROI up.  Spend time on your lists.  Begin with a good list.  Clean it and add to it with each phase of the campaign and in future campaigns.  The more you track and measure, the more you will be able to zero in on your ideal prospects.