List Source Criteria explained

[Gregory Green]

Greetings all,

I apologize if the answers to this are buried in the forum and I haven't located it but I'm hoping some folks won't mind explaining direct mail list criteria. I know it may seem like a very foolish question, however, I'm one of those "for dummies" type of people who not only want to know what, but also why. I read the Atrocious Results direct mail thread and I saw where Dev Horn listed his filters (location, value range, equity, etc.) and I want to know if anyone has or would list their criteria and explain why it's a part of their criteria?

So for example if 40% is the minimum equity criteria, what is the thinking behind that? Again, I know it's a basic question that may even cause some eye rolling and questions about my seriousness but still, I'm asking. For me it's the equivalent of telling someone that they should buy a computer with 8GB of memory and them asking, why that amount of memory and what are the benefits of it? I hope that makes sense. Thanks in advance everyone.

Greg