Get the Most Out of Your Marketing Database

By doing this, you also may be able to discern which categories have the best long-term value for your catalog. This is similar to what you probably already do with your rental-list results: Understanding which lists provide the best long-term customers may compel you to continue mailing to outside lists that don’t quite meet the cutoff initially, but provide good customers who more than make up the loss during the next year or two.