When Should You Stop Mailing to a Customer?

What’s more, many of these previous buyers are being brought forward by catalogers using aggressive promotional offers such as free shipping. The lifetime value (LTV) of older names that purchase again because of a promotion can be questionable. Compare the LTV of a buyer you reactivated vs. a new name added to your file. It might be worth the list investment to acquire a new buyer compared with reactivation of an older one. Or you might want to do both, but not at the exclusion of the other.