Strategy: Prospecting to Selected ‘Pockets’

9. Mine proven lists deeper, namely 13 to 18, or 19 to 24 months. Use a multiselect or ZIP model on older rentals to boost results. There’s a tendency to mail only the more current 12-month buyers. Using an older recency can work. This is another way of finding additional prospect names to mail.

10. Make a “send-a-friend” offer on incoming calls. This used to work for mailers who used the back of their envelope to get referrals. But with so many moving to a printed order form, the number of referrals has declined. Use your call center to obtain the names of friends who might like a catalog. Catalog referrals typically convert at a good rate and can represent a source for additional prospect names not always found on another list.