When Should You Stop Mailing to a Customer?

- Bring in buyer records that came onto your file after your latest update (these are known as hotlines). They’ll comprise your best-performing segment. In some cases, it’s beneficial to do a late de-dupe after the main merge to get even more hotline buyers into the mailing.

- Then create an additional mailing to your hotline buyers. This works if you have a gap in mail dates. For example, if you have eight weeks between drops, create an additional mailing four weeks out, and send it to your best buyers. This is an opportunity to mail your hotlines again rather then waiting a full eight weeks. Also consider mailing your best RFM groups in addition to hotlines.