When Should You Stop Mailing to a Customer?

As any experienced cataloger knows, it’s difficult to over-mail a housefile — at least certain segments of it — when mailing by recency, frequency and monetary (RFM) value. Catalogers generally want to maximize contribution to profit and overhead by leveraging their customer bases.

Customer-reactivation techniques make it possible to mail deeper and more often to your previous, or “older,” customers. This month, I’ll discuss some sound strategies for mailings to your own housefile.