The Make-Good
It’s a standard practice for most reliable list owners to credit their clients for dud names, or names whose essential contact information (e.g., the mailing address) is out-of-date. This practice is called a make-good. When you do business with a list owner, make sure a make-good policy is written into their contract before you sign it.
You can request a make-good for one of two reasons: (1) The contact information on the list was out-of-date, or (2) the campaign didn’t perform as expected because the target names provided by the list owner didn’t match the target criteria you provided. (In this case, you will need to demonstrate that the flaws were in the mailing or contact list, not in your own creatives.)
When you request a ...
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