A Synergistic Approach

One unusual list strategy working at Country Store is a housefile reactivation program that selectively mails housefile names that are as old as 92 months. By looking at recency, frequency and monetary data that typically pull from the old file a higher dollar level buyer and mostly multibuyers, Stanislawski says the catalog makes some pretty old names work. “This allows us to increase our mail quantities at times when we’d like to at very low additional cost,” he says.