How to Get the Most From Cooperative Databases

Seven Proven Strategies

• Outside list optimization. All mailing lists contain some households whose overall buying patterns aren’t typical of the other households on that list. For example, a high-end gift list may contain prospects who bought for a special occasion, but generally buy from lower-end catalogs. Optimization is the process of matching vertical list names against a co-op database and scoring them with co-op targeting tools. This identifies households that don’t otherwise fit the desired buying patterns. These less-productive names then can be suppressed from the mailing, and the response rate from a particular list will improve as a result.