Get Your Money’s Worth From Multibuyers

3. Don’t introduce models from more than two co-ops into the initial merge. By limiting the number of co-ops you use, the number of excessive multis (those you will never have an opportunity to mail) will be reduced.

4. Use Balance models extensively in the second and third mailings following a merge to avoid the creation of excessive multis. Not only will Balance models provide more recent names, if the Balance model is from a co-op not used in the initial merge, the co-op will provide unique names that only it can deliver. (For more on Balance models, see “FYI,” p. 44.) If the same co-op as was used in the initial merge provides the Balance model, select a remodel of the model that’s historically delivered your best response.