Get Your Money’s Worth From Multibuyers
Multibuyers usually provide substantially higher response than names unique to one list. But with multiple lists containing many of the same names, especially those generated by the cooperative databases, so many multis are produced that it’s become challenging to use all the mailing rights to which you’re entitled.
During a recent consulting assignment, I observed a catalog mailer was creating more than a million multibuyers a year that were never mailed, with a value in excess of $100,000. Increasingly, we’re seeing varying degrees of such waste in most circulation plans we evaluate, particularly those from larger companies.
This particular client was a member of five cooperative databases. A merge/purge was performed for each monthly mailing, and models from all co-ops were placed into each merge/purge along with outside rented lists. The multibuyers created between each of the cooperatives, as well as between co-ops and outside lists, simply were placed in a low priority in the next monthly merge and, predictably, allowed to create new multis.
With no comprehensive strategy, close to 85 percent of the multis created in each merge were names that were needlessly paid for again for the next merge. Additionally, because more than 40 percent of all names became multis, there was no way for mailing rights to multis created to ever be exhausted.
With the advent of several co-ops, the creation of multibuyers in merges is compounded. When models are created for a mailing at more than one co-op, a substantial portion of the names from each model will indeed be duplicates. After all, most co-ops have the same members and are searching for prospects most likely to provide you with high response. The co-ops also are most likely to put the very same mailing lists into many of your models that you yourself are renting and have added to the merge. The net result: excessive multis.