Direct Response List Analysis &            
      Circulation Planning Tool       © 2018 DWS Associates.  All Rights Reserved.
Instructions:
  For each list that you are considering renting, answer the following questions. For Yes, No questions, select from drop down list. Financial Summary & Totals For All Lists Rented List 1 List 2 List 3 List 4 List 5 List 6 List 7 List 8 List 9 List 10
 
   
  Once you have answered the questions, complete the section on list planning and economics.
 
     
List Selection Criteria (Select Answer from Drop Down List (Yes, No, Maybe)                  
1 Is the list related to the offer?  
2 What type of list is it? (buyer, compiled, subscriber, membership, etc.)
3 What is the source of the original sale? (choose from drop down list)
4 How recent are the names?  
5 How frequently are the names updated (for a compiled list)?
6 Is the unit of sale similar?  
7 Can you select multi-buyers?  
8 Are other selection criteria available?  
9 Does the list have similar demographics?  
10 Does the list have similar psychographics?  
11 Does the list have a high dupe rate?  
12 Do others rent this list repeatedly?  
13 Do your competitors rent this list?  
14 Does this list have continuation usage?  
15 Does this list have rollout potential?  
16 Is the list cost effective?  
17 Is the list clean?  
18 Is the list available in the correct format?  
19 Are delivery dates guaranteed?  
20 Does the list have any negative characteristics?  
21 How did people on the list pay?  
22 Is the list available on an exchange basis?  
                         
List Planning and Economics                      
1 What type of list is it?  (Select from drop down list)  
2 What is the % Males on the list?  
3 What is the average order value of purchases made by buyers?  
4 What quantity is available - 3 month buyers / responders  
5 What quantity is available - 6 month buyers / responders  
6 What quantity is available - 12 month buyers / responders  
7 What is the total list quantity available?  
8 What special selects, if any, will be made?   
     
    Average                    
9 Base price of list per 1,000
10 Special selection charges per 1,000
11 Total cost per 1,000 (Calculated)
12 Tape (Disk, Electronic Medium, etc.) fee
    Total                    
13 Projected rental quantity
14 Projected total list rental cost (Calculated)
    Average                    
15 Projected advertising cost per piece mailed
     Total                     
16 Projected Total Advertising Cost (including list rental)
    Average                    
17 Projected Order Value 
18 Projected Gross Margin %
19 Projected response rate %
     Total                     
20 Projected responses or orders (Calculated)
21 Projected revenue (if direct sale) (Calculated)
22 Projected gross profit (in $) (Calculated)
23 Projected income or loss after advertising costs are subtracted (Calculated)
24 Projected ROI on advertising cost
    Average                    
25 Projected CPL (if inquiry or lead generation) (Calculated)