Update, Upgrade, Convert

In the pg. 30 chart, 40 orders from
Contact 2 would’ve come in anyway had Contact 1 not been “stepped on.” (Subtract the results of Contact 1 alone from the combined results of Contacts 1 and 2.)

What if you see results like those in this chart? Is canceling the remail (Contact 2) your only option? No. Mix it up by testing different versions to differentiate the remail from the original. Send a postcard, solo mailing or e-mail instead to benefit from the repeated impression. You have more tools in your arsenal, so think creatively about how to maximize the benefits of repeated contacts.