The Causes of List Fatigue

Tip #3: When it makes sense, try to reactivate previous buyers. This is sure to net at least some new activity, says Trollinger. As far as how deep into your older names to mail, he recommends letting that be dictated by the season you’re in and the response curve.

For instance, says Trollinger, “Even names as old as five or six years may give you good break-even response in some cases. Of course, you wouldn’t mail these every time out — maybe just two to three times a year.”