When Should You Stop Mailing to a Customer?

While a 12-month housefile will grow as a result, the quality of names being brought forward could be in question. For many merchants, it’s less expensive to reactivate a previous buyer than it is to prospect for a new one. For example, it can cost $100 per thousand (/M) to $150/M — or more — to rent an outside prospect list. This compares with the cost of having a cooperative database run a reactivation model on your older housefile names for $45/M to $55/M.