Strategy: When Prospects Aren’t Buying
Therefore, when you mail continuation lists (i.e., prospect lists you’ve used previously), you’re mailing many of the same names over again. The same people who didn’t buy from you six months ago still aren’t purchasing today. Those who did buy now are on your housefile, but have been de-duped from the prospect lists you’re mailing, lowering the response due to the names remaining on the file. This is a simple case of list fatigue that’s likely impacting response rates to outside lists.