When Should You Stop Mailing to a Customer?

But I don’t recommend stopping there. Once you’ve selected all RFM segments at breakeven or better, run a customer-reactivation model with a cooperative database on the remainder of your housefile names. The co-ops will help you identify more names on your housefile that are worth re-mailing. Most likely, these names will perform as well or better than your best outside prospect lists. Through the use of customer-reactivation models, you can mail deeper to your housefile, bringing older names forward into a more recent RFM cell — something that was not possible prior to the advent of the co-ops.