Strategy: Should You Remail the Same Prospect Names Within a Season?

You can save money by reusing the same names, providing you do so within a 60-day period. A file can be reused without having a negative effect on the results. Mailing more than one catalog to a strong prospect can work much like running the same advertisement in a magazine more than once. It creates recognition and reinforces your brand. Prospects might be exposed to the catalog three times before they decide to order, for example. But it was the prior two mailings that paved the way for the actual purchase.

Prospect names are not like fine wine; they don’t get better with age. Therefore, keep in mind the importance of the “recency” factor when deciding to remail the same names. Any concern about a lower response rate resulting from reusing the same names can be offset by seasonality and merchandising factors. «

Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. He is author of “Strategic Catalog Marketing,” a Catalog Success book published by Target Marketing Group Publications. Reach him at (302) 537-0375 or via his Web site www.lettdirect.com.