A Synergistic Approach

Another strategy Country Store uses effectively with its best outside lists is cross-member optimization with the co-ops. Says Stanislawski, “This process occurs post-merge. We work with [other catalog] mailers to have their files at the co-op modeled. We provide the co-op our post-merge file. The co-op then adds unique names from the mailer’s file to our post-merge mailing file. This allows us to add prospecting names from our best-performing outside lists.”