Strategy: When Prospects Aren’t Buying
3. Optimize rental singles. After a merge/purge, optimize rental singles (one-time buyers), and suppress the lowest-scoring 10 percent to 20 percent. Doing so should yield a 5 percent to 15 percent (or higher) lift. It’s always good to mail a 5,000-to-10,000 back-test cell to monitor suppression results in order to measure the exact lift achieved.
4. Take a break. If a list continuation you’ve been mailing each drop has fallen off in perform-ance, don’t entirely eliminate it from your mail plan. Try mailing it every other drop, or just in your best prospecting drops. This should lessen the impact of list fatigue.
5. Test singles vs. multis. Look at lists with declining results to see if the singles or new-to-file names outperform the multis. You may not have to drop an entire lagging list. Mailing the single buyers and/or new-to-file names could be the answer.
6. Drop non-codeable prospects, or less deliverable records to which a service bureau can’t assign a ZIP + 4. Often, these names perform well below the rate of the list from which they’re being dropped. If you clear this in advance, you can adjust these out of your list-rental invoice and reduce your rental expense.
7. Check datacards for your continuations. If the list owner’s zero-to-12-month file is shrinking, this could be an advanced warning that list performance also will decline. Your outside list performance depends on the strength of the files you’re using.
8. For new tests, check the zero-to-six-month count as a percentage of the zero-to-12-month count. If it’s more than 50 percent, the list owners most likely are prospecting at a healthy level. If it’s less than 50 percent, they’re probably not prospecting a lot. Test lists from companies that have new-to-file names.
Tip: Consider the mailer’s seasonality when you review this information.